# Tony Molinero > Principal Product Designer at Attentive || Design Lead for Shopper Management and Data & Integrations Platform Location: San Francisco Bay Area, United States Profile: https://flows.cv/tonymolinero I’ve been designing for the web since the beginning...literally. My first website was built for Mosaic while I was earning my BFA in Graphic Design, and I moved to the Bay Area as the internet and I were both just getting started. Over the years I’ve worked across agencies, start-ups, enterprise teams, and my own clients, shaping everything from e-commerce and consumer tools to complex data-driven products. What’s been consistent is the way I approach design: I look for clarity in complexity, structure in ambiguity, and the story that ties it all together. I’m an individual contributor by choice. I like working directly with the problem: mapping systems, defining flows, understanding users, and designing interactions that feel intuitive no matter how much logic sits underneath them. I collaborate closely with engineers, product managers, and stakeholders, and I’ve learned how to balance all perspectives without losing sight of the user. What keeps me here decades later is the same thing that drew me in: this field is always evolving. There’s always more to understand, more to simplify, and more to make possible for people. That learning keeps me energized, and the work still feels meaningful. ## Work Experience ### Principal Product Designer @ Attentive Jan 2021 – Present | New York, United States At Attentive, a leading text message marketing company, I serve as a Principal Product Designer, focusing on the design and user experience of our customer-facing web platform. My contributions are integral in leveraging real-time behavioral data to create engaging SMS experiences for over 4,000 businesses. Responsibilities & Skills: End-to-End Design Ownership: Leading design projects from ideation through to pixel-perfect execution, while demonstrating expertise in design strategy for consumer and enterprise experiences. Cross-Functional Collaboration: Partnering with Engineering and Product Management teams to create user-centric experiences, and maintaining a strong visual design language across all products. Design Advocacy & Expertise: Acting as an in-house design and UX expert, I advise on best practices, display proficiency in prototyping and visual design software (including Figma), and am adept at producing high-quality designs in a fast-paced environment. Communication & Adaptability: Utilizing strong communication skills to facilitate cross-team engagement, and displaying openness and adaptability to creative feedback. In this role, my primary objective is to contribute to Attentive's mission of revolutionizing text message marketing through innovation, AI assistance, and engaging SMS experiences. ### Principal UX Consultant @ Bow + Arrow Design Jan 2007 – Present | San Francisco Bay Area • I provide UX and product design to businesses and teams looking for help with website and applications. • I’ve been lucky to work on wide-ranging projects including: e-commerce, fintech, IoT, marketing analytics, marketing integration, brand development, design strategy, and more. ### Principal, User Experience @ Macy's Jan 2016 – Jan 2016 | San Francisco Bay Area Responsibilities in addition to Senior UX Designer at Macys.com: • Led the conceptualization and design of user-facing features across various platforms (web, mobile apps, and in-store), aligning with Macy's strategic vision and business goals. • Championed user experience design throughout the organization, leveraging analytics and strategic planning to foster a culture of innovation and continuous improvement. • Utilized user-centered design principles and methodologies to create high-fidelity mockups and prototypes, iteratively refining based on user feedback and research. • Mentored and coached UX designers, fostering their development and ensuring alignment with the company's strategic vision. • Established strong relationships with key business stakeholders, advocating for user-centered design solutions and effectively managing multiple projects simultaneously. ### Senior User Experience Architect @ Macy's Jan 2014 – Jan 2016 • Managed the UX for customer journey components involving product decisions including product details, recommendations, lists and the gift registry. • Clarified UX for project teams across multiple initiatives to help prioritize a coordinated user-centric experience with measurable ROI. • Sold UX initiatives to stakeholders, managers and leadership through formal & informal presentations which resulted in a broad grassroots buy-in on our UX vision. • Interviewed UX applicants to vet candidates and identify strengths that would fill out the team. • Provided mentorship, support, and onboarding to UX team members. • Created strong departmental tools, processes, and best practices that ensured consistency, efficiency and clear communication. • Researched the competitive landscape and reported trends to be leveraged or avoided. • Led brainstorming sessions that identified user problems and inspired solutions benefiting both customers and business. • Communicated ideas to teams and users through sketches, mapping, flowcharts, wireframes and prototypes. • Provided ongoing UX deliverables that feed Agile sprints and ensured thoughtful iterations of incremental feature improvement and more holistic product UX. • Led UX in a massive retooling of the Macy’s wedding registry experience that secured funding for years. The final presentation compellingly told several interconnected user stories and received comments from senior leadership like “[this is] the best presentation I’ve seen in 10 years.” ### Lead User Experience Designer (Contract) @ Spring Studio Jan 2012 – Jan 2014 • Led and supported UX for multiple concurrent projects. • Designed responsive and static websites, web applications, and apps for mobile and tablet. • Developed site maps, task flows, wireframes, content architecture, click-through prototypes, and user stories. • Collaborated regularly with client stakeholders, visual designers, developers, and research teams to create solutions free of roadblocks. • Created templates, resources, and scripts to increase team productivity. • Shared practical knowledge and taught team members new skills through workshops and day-to-day guidance. • Acquired significant financial knowledge through extensive work on brokerage tools for investors and advisors. Clients: Charles Schwab, Intuit, WalMart, DocuSign ### Senior User Experience Designer @ Ozone Online Jan 2008 – Jan 2012 | San Francisco, CA • Grew from a role of Senior Art Director to Creative Director, while also fulfilling user experience needs of agency. • Added UX capabilities and best practices knowledge to the agency. • Led creative and UX for agency projects from discovery through final solution. • Managed in-house and freelance creative and UX staff to ensure all work delivered on on-time and on-budget. • Established processes throughout this growing agency to gain efficiency and reduce mistakes. • Translated user needs and business requirements into an engaging, user-centered design experiences while considerate of technical, design, financial and time constraints. • Developed personas, site maps, wireframes, task flows, mock-ups, functional requirements, documentation, and user testing. • Presented to clients for new business, strategy, and milestone deliverables. Clients: Aprimo, Autodesk, Bank of Marin, Good Technologies, Medtronic, Mindjet, Sycle.net, Sonus ### Art Director @ Igigi Jan 2008 – Jan 2008 • Retooled IA for the site. • Designed and produced new layouts for the site. • Heavily retouched all photography. • Serviced graphic needs for all departments of the company. ### Creative Director @ Sawhorse Enterprises Jan 2001 – Jan 2007 • Directed, designed and developed creative for: e-commerce, SEM campaigns, viral campaigns, e-mail marketing, CRM efforts, new product lines, merchandising, advertising and brand building. • Managed the department budget, resources, staff and freelancers. • Tracked impact of design on several KPI’s using multiple data analytics tools. • Photographed thousands of product shots. ### Senior Art Director @ Lawrence Research Group Jan 2000 – Jan 2001 • Directed and designed online and printed creative. • Took over product photography. • Led the website re-brand. • Stepped in the role of creative services director. ### Graphic Designer/Jr. Art Director @ Gauger & Silva Jan 1998 – Jan 2000 • At this ad agency I designed and produced: packaging, advertising, marketing collateral, signage, sales exhibits and websites for the natural foods and real estate development industries. • Served as their in-house consultant regarding new technology purchases and implementation. ### Production Designer @ Publication Services Jan 1993 – Jan 1994 * Aided in the transition from legacy to DTP technology for design and production of textbooks * Coded manuscripts for import into DTP templates * Assisted in illustration, stripping and paste-up ## Education ### Bachelor of Fine Arts in Graphic Design University of Illinois Urbana-Champaign ## Contact & Social - LinkedIn: https://linkedin.com/in/tony-molinero-profile - Portfolio: http://www.bowandarrowdesign.com --- Source: https://flows.cv/tonymolinero JSON Resume: https://flows.cv/tonymolinero/resume.json Last updated: 2026-04-13