Sr. UX Design Manager, Amazon Devices Sales and Marketing

May 2023 - Present | Seattle, WA

Sets the experience strategy and design quality bar for Alexa, Kindle, Fire TV, and Ring across Amazon.com and the global Amazon Shopping app within a 400+ person organization. Influences prioritization and investment decisions by bridging customer insights, design standards, and business goals. Coaches 7 direct reports to translate strategy into shipped work.

Experience Strategy & Prioritization

• Drives platform and cross-category discussions that align cross-functional leaders on multi-year priorities and KPI tradeoffs across conversion, revenue, and brand goals.

• Drove +1.5M incremental units and a 9-figure revenue lift through14 product detail page redesigns. Defined the prioritization framework and secured SVP and business-line agreement on product tradeoffs.

• Increased conversion from 5.2% to 9.1% through Amazon Devices’ first brand storefronts; expanded the shopping experience from product-focused pages to shoppable brand destinations.

Team Leadership & Talent

• Rebuilt a team of 7 UX designers after major attrition; owned headcount planning, hiring, performance management, and designer development.

• Co-defined Amazon's first unified design competency criteria that standardized how the organization evaluates, hires, calibrates, and promotes design talent.

AI-Native Process Transformation

• Leads the shift to AI-native working models alongside Product and Engineering, reskilling the team and redesigning how design, development, and delivery operate together.

• Reimagined workflows with AI-native and code-based components; replaced static mockups with working prototypes that reduced design-to-production time by ~50% and freed capacity for higher-impact work.
  

Principal UX Designer, Amazon Physical Stores Experience

March 2022 - May 2023 | Seattle, WA

Sr. UX Designer, Just Walk Out Technology (Checkout-free Retail)                                                           

April 2020 - March 2022 | Seattle, WA

Led high-volume service design for Amazon’s emerging Physical Stores formats, including Just Walk Out checkout-free retail, Amazon One biometric verification, and Dash Cart frictionless checkout.

Checkout-Free Retail Scale & Integration

• Connected pre-store, in-store, payment, and post-purchase journeys to make new retail technologies easier for customers to understand, stores to execute, and the business to scale.

• Expanded Just Walk Out across formats and geographies; scaled from convenience stores to full-size grocery (Whole Foods Market and Amazon Fresh), from the US to the UK, and into third-party retail, reaching 100+ locations.

• Secured $1.3M to design and implement a scalable end-to-end service blueprint for checkout-free retail. 

• Owned the agency partner relationship across creative direction, UX research, and implementation.

Service Design & Retail Innovation

• Led 0→1 service design for RFID-powered checkout-free merchandise retail to increase throughput and reduce lines. Piloted with the Seattle Kraken, then scaled to Amazon Music concerts, including Mariah Carey’s Las Vegas residency.

• Established a unified QR-based identity and payment standard to replace fragmented payment and checkout systems across six physical store formats.

• Facilitated a 125-person cross-functional innovation workshop; delivered 15 concepts for exploration

Sr. UX Designer, Amazon / Whole Foods Integration

January 2019 - April 2020 | Seattle, WA

Led UX design for the initial post-acquisition Amazon–Whole Foods integration ($13.7B; 460+ stores). Balanced Amazon’s digital, loyalty, payment, and operational capabilities with Whole Foods’ brand, customer appeal, and physical retail realities. Presented UX vision and rollout strategy to C-suite leadership to influence priorities.

Loyalty & In-Store Experiences

• Designed in-store Prime sign-up and benefits experiences tied to an SVP-level acquisition goal that positioned Whole Foods as a scalable Prime acquisition channel.

Store Operations Tools & Inventory

• Designed store ordering and inventory tools that became Whole Foods Market’s first perpetual inventory system, which reduced out-of-stocks, labor, and waste.

Sr. UX Designer, Amazon Devices Sales and Marketing

October 2017 - January 2019 | Seattle, WA

UX Designer, Amazon Devices Sales and Marketing

July 2014 - October 2017 | Seattle, WA

Served as the sole designer for Amazon Devices’ first 100+ physical retail locations; integrated Amazon.com shopping journeys with in-store inventory, point-of-sale, and payment systems.

Integrated Physical-to-Digital Experience

• Designed the personalized invitation and ordering flow for the Amazon Dash Button launch that introduced a new retail model for physical-to-digital purchasing.

• Owned UX for the device invitation platform that enabled early-access and inventory-controlled launches.

• Conducted customer research and advised on the Alexa Super Table retail experience, which launched in hundreds of Best Buy stores and won OMA Display of the Year.

Retail Store Operations & Leadership

May 2003 - September 2013 | St. Louis, MO; Seattle, WA

Progressed through store management roles across specialty, department store, and fast fashion retail—rising from sales associate to Store Manager at Rag-O-Rama, followed by Group Sales Manager at Macy's and Department Manager at H&M. Owned store and department performance, staff development, and frontline customer experience across diverse retail formats. Managed inventory planning, merchandise controls, and back-of-house operations.