Director, CX Strategy & Planning
FCB Global
8/2016 to Present

Leading UX research and strategy for the redesign of a major health insurance company's enterprise website.
Key deliverables and responsibilities include: 

  • Creating UX research plans, leading the execution of the research, and authoring findings reports
    • with a particular focus on designing for a senior audience (65+) and accessibility standards (WCAG 2.0, Section 508)
  • Authoring and managing implementation of the site's UX (experience) strategy
  • Managing the site's overall content strategy (including messaging and copy strategy)
  • Partnering with visual and ux designers to deliver on the overall creative vision of the website
  • Mapping the customer journey and the role of the website within it
  • Writing creative briefs
  • Planning and facilitating design, requirements gathering, and prioritization workshops
  • Planning and leading stakeholder interviews

Senior User Researcher
Raise Marketplace
3/2016 to 8/2016

  • Designed and executed generative and evaluative user research studies to shape new product innovation, and optimize Raise's existing web and mobile products
  • Created and updated customer personas, user journeys, experience models, and other foundation research materials
  • Partnered with product managers and designers to implement findings and recommendations
  • Partnered and collaborated with Marketing and Operations to create a unified customer experience across all channels and service touch points
  • Used research to create and shape overall customer experience and product strategy for mobile and web products
  • Gather user requirements to inform product and interaction design
  • Develop low to high fidelity prototypes and wireframes to inform research and design process
  • Evangelize the role of research and user centered design in the overall product development process

Senior User Researcher
Morningstar Investment Research
11/2015 to 3/2016

  • Designed, led and executed exploratory and evaluative research across six digital products (web applications, computer applications and mobile applications). 
  • Partnered with product managers and designers to implement findings and shape overall experience approach/product strategy
  • Evangelized role of research in design and product development process
  • Planned and led stakeholder interviews
  • Contributed to the development of the UX research practice 

Manager, User Experience Research & Strategy
10/2013 TO 10/2015

  • Designed and conducted user experience research using diverse methods including but not limited to in person observations, interviews, remote testing, and lab based evaluations
  • Led + managed the development of key customer intelligence artifacts, such as experience maps, customer type/persona creation, experience modeling, customer scenarios, findings reports and strategic recommendations
  • Developed and/or directed the development of wireframes and prototypes for use in research, concept exploration and application development
  • Collaborated with designers, strategists and UX architects in the application of research findings to drive qualified consumer centered thinking, strategy development and briefing
  • Managed key tracks of work (including other individuals) in accordance with established budget, work plans in order to ensure timely delivery of high quality deliverables
  • Facilitated meetings, working sessions, and workshops with clients and key stakeholders
  • Collaborated and partnered with clients to ensure that research objectives align with business and Marcom objectives

Associate Director, Planning and Insights
Digital Strategist
7/2011 TO 10/2013

  • Promoted the development & adoption of strategic planning methodologies
  • Developed and maintain relationships with third party research vendors
  • Authored blog posts, POVs & white papers focused on industry trends and research
  • Provided strategic insights & planning recommendations for clients using quantitative & qualitative methods
  • Managed interns and junior colleagues
  • Led global paid media and communication planning efforts and competitive intelligence research across eight Microsoft accounts
  • Developed the creation of communication frameworks, measurement strategies, & user experience design plans
  • Led competitive & consumer insights projects (e.g., personas, psychographics) 

Brand and Media Analyst
Edelman Intelligence
10/2009 TO 7/2011

  • Led social listening and marketplace analyses
  • Identified consumer insights to drive creation of brand and communication strategy through use of secondary, syndicated and primary research
  • Used market trends and social media research to inform content strategy
  • Developed campaign measurement & KPI strategies

Digital Strategy Analyst
10/2008 TO 10/2009

  • Managed paid media campaigns and  strategy
  • Conducted usability research (web heuristics, A/B testing, multivariate testing)
  • Created personas and customer insights reports
  • Developed and execute content strategy


MA, Anthropology & Religion
The University of Chicago

 BA, Religion
Kalamazoo College

 Semesters at:
The American University of Rome - Rome, Italy
The University of Jordan - Amman, Jordan


Qualitative Research
Secondary & Syndicated Research
Survey Design
Adobe Creative Suite
Omnigraffle, Sketch, InVision
Web Analytics
Measurement & KPI setting
Remote User Research Methods
Audio Engineering


Critical Foreign Language Scholarship from the US State Department for Study of Arabic in Amman, Jordan