Senior UX Researcher

Leading Financial Services Firm

​Dec 2021 - Present

Lead UX research initiatives for a financial services firm.

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Senior UX Researcher

Leading UX Research agency

​Aug 2019 - Dec 2021

Lead UX research initiatives for big brands, including Google, Dropbox, Airbnb, Charles Schwab and American Express.

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Senior UX Researcher

Digital Banking Solutions Provider

​Sep 2018 - Aug 2019

Lead UX research for a fintech.

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Conversion Optimization Director

Belo + Company

​Nov 2015 - Aug 2018​

Guided Conversion Optimization program to improve UX & ROI.

• Defined strategy and guide execution for the Conversion Rate Optimization program.

• Built and manage data-driven CRO process to pursue iterative UX improvement.

• Led UX design initiatives to develop optimized variants for A/B Testing.

• Ensured designs uphold clients' brand identity and are properly translated through to launch.

• Created prototypes reflecting thoughtful approaches to navigation, layout, and user segments.

• Guided user research including user testing and concept testing to inform design choices.

• Mentored CRO specialists to produce intuitive user experiences designed to lift ROI. 

• Built and supported a team culture of customer focus,  innovation and design thinking.

• Managed resource allocation across all initiatives, including UX designers and developers.

• Drove decisions, estimate resources and timelines for multiple projects simultaneously.

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Director, Conversion Optimization

Big Drum 

​2013 - Nov 2015

Developed CRO Program to Improve UX and Increase ROI for B2B Tech Clients.

• Developed and managed CRO program to guide strategic testing.

• Educated team and clients about CRO and the kaizen philosophy of continual improvement. 

• Analyzed quantitative and qualitative data and provide insights into visitor behavior.

• Assessed digital properties and make CRO recommendations in order to increase response.

• Conducted user testing including writing test plans and distilling findings to actionable insights.

• Strategized and launch A/B tests toward the goal of continual improvement of conversion rate.

• Advocated for optimal UX and guide CRO efforts to improve digital marketing experiences.

 

 

Digital Analytics Lead

Big Drum 

​2012 - 2013

Analyzed and reported on digital marketing performance.

• Automated labor-intensive monthly reporting, resulting in up to 75% time savings for staff.

• Identified & tracked KPIs and reported on performance by merging data from multiple sources.

• Established standard practices and processes for digital analytics setup and tracking.

• Built dashboards and easy-to-understand reports to highlight performance and trends. 

• Fielded all questions and issues pertaining to web analytics reporting and troubleshooting. 

• Guided client’s technology staff to implement and test tracking code. 

• Trained junior team members in analytics.

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Usability Analyst

Prominent Placement

​2010 - 2012

Analyzed and reported on digital marketing performance; advocated for optimal UX.

• Established standard practices and processes for analytics setup and tracking.

• Educated team and clients on identifying and reporting on KPIs.

• Managed integrated reporting across various data sources for a diverse client base.

• Built dashboards and easy-to-understand reports to highlight performance and trends.

• Served as liaison to client’s tech staff to guide implementation and testing of tracking code.

• Responsible for troubleshooting and resolving all web analytics and reporting questions.

• Analyzed web properties and digital marketing landing pages to improve usability.

• Conducted heuristic reviews of websites and provided actionable recommendations.

 

 

Search Engine Marketing Specialist

Prominent Placement

​2005 - 2010

Develop, launch, monitor and optimize search engine marketing campaigns.

• Served as liaison between agency and client, successfully communicating developments.  

• Managed PPC campaigns, including bid adjustments, creating text ads and image ads.

• Managed SEO campaigns, including keyword research, copywriting and link building.

• Managed LPO (landing page optimization) including UX design improvement.

• Created mockups and wireframes to guide developers in creating conversion-friendly designs.

• Spearheaded efforts to simplify lengthy client reports to make them more user friendly.

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Website Project Director
Pixelweave Design
2004 – 2005

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Managing Editor 
Reed Business Information

2000 – 2004

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Social Research Assistant
U.S. Dept. of Education

1996 – 2000

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Assistant Design Editor
Winston-Salem Journal

1992 – 1996