# Pete Petras > Design Leadership at Amazon | AGI Artificial General Intelligence - Automotive Industry Maker of Things. Location: San Francisco Bay Area, United States Profile: https://flows.cv/petepetras Ex Uber, Frog, Apple Design leader with over twenty years experience designing award-winning solutions for high-profile Fortune 1000 clients. Specializes in creating usable and innovative convergent design systems that balance brand strategies with user, business, and technology needs. Focuses on creative leadership and building teams for mold-breaking products and digital offerings in the consumer, finance and mobility fields. ## Work Experience ### AGI (Artificial General Intelligence) - Head of Design AI Information @ Amazon Jan 2024 – Present | United States I am the Head of Design for the AGI Information team, where I spearhead the definition of customer experience strategies, launching and evolving our Nova foundation models, elevate Alexa's brand, support visual systems, and enhance product experiences across AGI, Amazon's AI and Alexa's suite of AI products on devices, mobile, and the web. My role revolves around building, guiding, and nurturing a vibrant creative culture encompassing designers, prototypers, researchers, and writers focused on AI experiences. Together with engineers, product managers, and data scientists, we collaborate seamlessly throughout the design and development lifecycle to craft world-class experiences. Additionally, I drive a strategic vision with our senior leaders, ensuring alignment and innovation across all facets of our design initiatives focusing on knowledge retrieval, search, sports, local POIs, finance and broader categories powering many of amazon's AI experiences. ### Alexa (Devices & Services) - Head of Design Alexa Information | Head of Design Alexa Ads @ Amazon Jan 2023 – Jan 2024 | San Francisco, California, United States Head of Design for the Alexa Information team, elevating Alexa's brand, support visual systems, and enhance product experiences across Alexa's suite of AI products on devices, mobile, and the web. My role revolves around building, guiding, and nurturing a vibrant creative culture encompassing designers, prototypers, researchers, and writers focused on multimodal experiences. Together with engineers, product managers, and data scientists, we collaborate seamlessly throughout the design and development lifecycle to craft world-class experiences. Additionally, I drive a strategic vision with our senior leaders, ensuring alignment and innovation across all facets of our design initiatives focusing on knowledge retrieval, search, sports, local POIs, finance and broader categories powering Alexa's CX and bringing ads to the Alexa platform, paving a way to a customer obsessed and profitable future for Alexa. ### Alexa: Head of Design Monetization/Subscriptions - Alexa Kids @ Amazon Jan 2022 – Jan 2023 | San Francisco Bay Area ### Devices & Services: Design Leadership - Discovery | Proactivity | Identity @ Amazon Jan 2020 – Jan 2022 | San Francisco Bay Area Responsible for the end-to-end CX for Alexa, creating uniquely personal experiences for customers. - I Lead UX, design & content creation teams at Amazon on the Devices & Services team. Acting as a senior design leader on Identity & Discovery for devices with Alexa (Discovery | Proactivity | Identity), creating new multi-modal and conversational personality-forward Alexa experiences and those powered by the Alexa platform. ### Co-Founder @ HCE Performance Jan 2025 – Present | Denver, Colorado, United States HCE Performance is a premier maker of bespoke performance parts and accessories for various import sports cars. ### Founder @ Bella Macchina LLC Jan 2019 – Present | San Francisco, California, United States The Beautiful Machine - Creative Products, Creative Services. ### Mentor @ #BUILTBYGIRLS Jan 2018 – Jan 2024 | San Francisco Bay Area I'm a mentor is helping the next generation of female leaders, builders, and creators prepare to step boldly into careers powered by technology. ### Head of Design @ TripActions Jan 2019 – Jan 2020 | San Francisco Bay Area Andreessen Horowitz Series D Funded - $4 Billion Travel Management Company - Leading Design for all product teams across TripActions. Working with teams across growing geographies including Palo Alto, San Francisco, and Amsterdam. Responsible for various areas of focus including establishing and building the overarching design system, brand guidelines for all product touch points, core traveler experience, and adjacent product verticals excluding marketing. [Industry Impacted by COVID] ### Head of Design - Rider Growth / Uber For Business @ Uber Jan 2018 – Jan 2019 | San Francisco Bay Area The Rider team is Uber's core consumer product team, focused on the end-to-end experience for Uber riders globally. I lead both design teams that are focused on Growth / Marketplace on Uber's core Rider experience and Uber's enterprise product, Uber for Business (U4B). Responsible for defining and designing the product with multidisciplinary teams across product, technology, marketing and brand where the challenges have true, global impact. Establishing unique a growth team including a charter on Uber's Marketplace team responsible for promos, incentives, and Subscriptions. Building the team for Uber's enterprise solution, including Uber Health. ### Head of Design - Financial Products @ Uber Jan 2018 – Jan 2019 | San Francisco Bay Area Responsible for establishing and leading the design team for Uber's financial solutions including Uber's Visa Card, Debit Card and Uber Cash and Uber Money. ### Senior Manager of Product Design - Driver @ Uber Jan 2017 – Jan 2018 | San Francisco Bay Area Established a product design charter focusing on the full experience a Driver has across their entire lifecycle on Uber. The charter included three core teams: Onboarding, Progression and Loyalty. Core to the full redesign of the entire Driver app (Carbon) and bringing experiences such as Learning content, Tipping, Ratings and Profile as well as Loyalty to Uber. ### Founding Partner @ Bohemian Brewery Jan 2001 – Jan 2018 | Greater Salt Lake City Area Founding partner and advisor in a craft brewery and gastropub focused on small batch hand crafted European Lagers. Built the brand, expand it's product offering, reach and market position as a premium product with European heritage. Grew the business 10x in 5 years. ### Mentor / Advisor @ CodePath Jan 2014 – Jan 2017 | San Francisco Bay Area As a mentor at Codepath, I am dedicated to empowering the next generation of tech leaders, equipping them with the skills, knowledge, and confidence to thrive in an ever-evolving industry. Together, we embark on a journey of discovery, innovation, and growth, shaping the future of technology one student at a time. Guiding aspiring students through the intricacies of product ideation and development. With a focus on fostering innovation and creativity, I leverage my experience to provide invaluable product guidance, mentorship, and support to students navigating the dynamic world of technology. In the realm of product ideation, I facilitate brainstorming sessions, helping students refine their ideas and transform them into actionable concepts. Through collaborative discussions and hands-on exercises, I encourage critical thinking and strategic planning, empowering students to explore novel solutions to real-world problems. Throughout product development classes, I emphasize the importance of user-centric design and iterative development processes. By instilling best practices and methodologies, I empower students to create compelling user experiences and deliver impactful products that resonate with their target audience. My role extends beyond technical instruction; I am committed to nurturing a culture of inclusivity, collaboration, and continuous learning. Through one-on-one mentorship sessions and group workshops, I provide personalized guidance tailored to each student's unique goals and aspirations. ### Founding Partner - Chief Creative Officer @ Wrap Media LLC Jan 2014 – Jan 2017 | San Francisco Bay Area As a founding partner, I was dedicated to pioneering the next generation of innovative mobile storytelling. As a co-found I was focused on building the next generation of narrative mobile-web experiences allowing customers to craft immersive and engaging experiences that captivate audiences. I was overseeing all aspects of experience strategy, product strategy, and design strategy. This includes building and managing a portfolio of digital services tailored for business customers. I lead the product design process, leveraging my expertise to shape our creator experiences, translating vision into reality. ### VP of Design @ Scribd Jan 2014 – Jan 2015 I oversaw all facets of the product design strategy and development process, from concept to delivery, managing a cross-functional team of designers to create original, forward-thinking design solutions that drove the brand and overall user engagement. I partnering with production to ensure design integrity and delivery of quality goods; collaborating with marketing to execute on a full customer lifecycle experience plan and the management and culture of the team and process. ### Director of Design and Creative Services @ Globant Jan 2013 – Jan 2014 | United States Creating a design methodology focus on agile experience design and strategic design thinking globally for a multinational technology consultancy. Responsible for growth and strategic expansion in the US pre-IPO. Responsible for key US client relationships including Disney, Linked In, Staples and Wells Fargo ### Creative Group Head @ Substantial Jan 2012 – Jan 2013 | Seattle, WA - San Francisco, CA Worked on taking a technology development company and integrating design methodologies by leading the creative group in San Francisco. Creating a new design process to pair agile development and strategic design thinking applied to client delivery. ### VP Product Design @ Slacker Jan 2008 – Jan 2010 | San Diego, CA Responsible for building a content delivery product into an omnichannel partner focusing on app delivery and partner/OEM interfaces such as SONY TVs, Samsung, and Apple. Lead the expansion of the brand, industrial design development, software strategy and web site UI design including web site traffic growth. ### Creative Director @ frog design Jan 2005 – Jan 2008 | Palo Alto, CA - San Francisco, CA Built and led multidisciplinary teams on convergent digital and ID design projects spanning multiple industries including Commercial Electronics, B2B, Automotive and Environmental Experiences. Clients include BMW, HP, Polycom, Intel, Netflix, Microsoft and others. ### Art Director - Environments @ Apple Jan 2004 – Jan 2006 | Cupertino, CA Acted as the Art Director for the Apple Retail store design working with the Apple Design Department focusing on immersive experiences including embedded commerce/purchase systems. A self checkout system incorporated into the the physical space, partnered with architects. ### Mobility Experience Design - Nissan Motors, Japan @ Coato Jan 2001 – Jan 2004 Worked as a design partner with Nissan Motors, Design Center in Japan designing immersive digital experiences paired with physical controls for concept cars spanning urban mobility, family and sports car. Car projects include GTR concept, IDEO and Amenio. ### Design Director @ Sapient Jan 1999 – Jan 2001 | San Francisco, CA - London, UK - Milan, IT Directed strategic engagements focused on Automotive and Consumer verticals championing partnerships around the world including: Milan, IT - Ferrari, S.p.A, London, UK - Asserta Real Estate, Schroders Bank San Francisco, CA - Specialized Bicycles, Nissan, Patagonia, EXPN, Janus Mutual Funds, Wine.com ### Senior Interaction & UI Designer @ Adjacency Jan 1997 – Jan 1999 | San Francisco, CA One of the first designers hired when Adjacency moved to San Francisco. Began working directly with Bernie DeChant and Andrew Sather on concepting the first ecommerse sites for the sexiest brands in the world. Specialized Bicycles, Rollerblade, Apple, Patagonia and so many more!!! ## Education ### Executive Education Harvard Business School Online ### Art in Visual Communications, Multimedia, Computer Animation Art Institute of Seattle ### Architecture in Visual Communications & Design University of Utah ## Contact & Social - LinkedIn: https://linkedin.com/in/petepetras - Website: http://www.tzech.com --- Source: https://flows.cv/petepetras JSON Resume: https://flows.cv/petepetras/resume.json Last updated: 2026-04-05