Sr. UX Design Manager, Amazon Devices Sales and Marketing

May 2023 - Present | Seattle, WA

Lead UX design strategy for how millions of customers discover, evaluate, and purchase Amazon Devices worldwide—including Alexa, Kindle, Echo, Fire TV, Ring, Blink, and eero—owning the end-to-end shopping experience from homepage to checkout within a 400+ person sales and marketing organization.

Act as the strategic design voice in cross-functional planning, shaping roadmap priorities, influencing executive investment decisions, and connecting customer experience strategy to business outcomes including conversion, revenue, and brand perception.

• Drove a complete re-envisionment of Amazon Devices product detail pages, delivering an estimated +1.5M incremental annual units and 9-figure revenue increase, and influencing broader Amazon retail design direction through early adoption of emerging patterns.

• Led strategy and design for brand storefront experiences—a net-new surface on Amazon.com—increasing conversion to 9.1% vs. 5.2% for detail-page-only journeys, while improving brand perception and customer understanding of product portfolio.

• Proposed and led development of an AI-ready design system enabling Figma-to-code and natural language prompt-to-design workflows, reducing engineering effort by 20% in pilot implementations and force-multiplying design output across the org.

• Rebuilt a team of 7 following significant org attrition, re-establishing culture and delivery continuity; hired for capability gaps including AI design fluency before the org knew it needed them; grew and promoted designers into expanded roles.

• Contributed to establishing Amazon-wide design hiring and calibration guidelines, raising the bar for how design talent is evaluated and developed across the company.

• Present design strategy and business impact to Director, VP, and SVP leadership; contributions featured in the Annual Fall Amazon Devices launch event.

Principal UX Designer, Amazon Physical Stores Experience

March 2022 - May 2023 | Seattle, WA

Led design across Amazon Physical Stores, driving end-to-end customer experience strategy spanning pre-store, in-store, and post-purchase journeys across Just Walk Out, Amazon One, Dash Cart, and point-of-sale systems—aligning design direction across complex, multi-technology retail ecosystems including computer vision, RFID, biometric identity, and payments.

• Defined the vision for next-generation Just Walk Out store formats, enabling expansion toward 100+ stores by supporting new merchant needs and flexible authentication models.

• Led 0→1 strategy and design for an RFID-powered Just Walk Out experience for concert and stadium merchandise, piloted with the Seattle Kraken NHL team and scaled to Amazon Music concerts including Mariah Carey's Las Vegas residency.

• Authored the strategy that secured $1.3M in investment to build a scalable customer communication system across diverse store configurations; selected and led agency partners across creative direction, UX research, and implementation.

• Designed and facilitated a 125-person cross-functional innovation workshop generating 15 new business concepts; outputs presented to Director and VP leadership to inform investment decisions, with several concepts connected to business development teams exploring healthcare and agricultural markets.

Sr. UX Designer, Just Walk Out Technology

April 2020 - March 2022 | Seattle, WA

Led end-to-end design for customer-facing digital experiences powering Just Walk Out Technology—including authentication, payment setup, in-store entry and exit, error handling, and post-purchase journeys—scaling the experience from early pilots to full-scale grocery environments.

• Defined and drove a unified QR-based identity and payment system, establishing the standard adopted across all Amazon physical store formats—Go, Fresh, Whole Foods Market, Books, 4-Star, and Style—and across Just Walk Out, point of sale, and Dash Cart systems.

• Reduced customer friction at store entry by introducing a one-tap ingress experience from the Amazon app homepage, streamlining authentication and lowering engineering complexity across implementations.

• Enabled international expansion into the UK and adoption by third-party retailers, extending Just Walk Out beyond Amazon-owned store formats.

• Unified physical and digital customer journeys by integrating Just Walk Out purchases into Amazon's "Your Orders" experience.

• Presented design strategy and system vision to Amazon VP leadership and Whole Foods Market C-suite, contributing to alignment on high-profile launches including full-scale grocery and international expansion.

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 team with a dual mandate: preserve what made Whole Foods Market a beloved brand while identifying which Amazon programs were the right strategic fit for both businesses. Operated as a diplomat across two distinct organizational cultures—building trust with Whole Foods leadership, elevating the role of UX design and research within a company still developing its design practice, and raising the standard for experience quality across the integration.

• Orchestrated design strategy across 6+ concurrent workstreams, connecting Prime, Alexa, Amazon One, Just Walk Out, and supply chain optimization to Whole Foods' physical retail environment.

• Drove Prime adoption among Whole Foods customers, contributing to achievement of an SVP-level acquisition goal through in-store sign-up and benefits experiences.

• Designed store ordering and inventory tools that became Whole Foods Market's first perpetual inventory system—reducing out-of-stock rates, minimizing overbuying and spoilage, and decreasing in-store labor hours in pilot locations.

• Presented vision and execution strategy to Director, VP, SVP, and Whole Foods Market C-suite leadership throughout a critical post-acquisition integration period.

• Contributed to a business that has grown 40% since the integration.

Sr. UX Designer, Amazon Devices Sales and Marketing

October 2017 - January 2019 | Seattle, WA

Acted as the sole designer for the technology platform powering Amazon Devices Pop-Up stores—including point of sale, inventory management, and omnichannel experiences connecting physical stores to Amazon.com—leading strategy and design for retail technology used in 100+ physical locations.

• Designed omnichannel customer journeys connecting online and offline shopping, including store locator experiences and real-time in-store inventory surfaced on Amazon.com product detail pages.

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

• Pitched a scalable physical retail technology suite to internal Amazon customers including Zappos, contributing to Amazon's broader physical retail strategy.

UX Designer, Amazon Devices Sales and Marketing

July 2014 - October 2017 | Seattle, WA

Led design for 0→1 and early-stage customer experiences supporting the launch and growth of Amazon Devices—including Amazon Dash Button, the Device invitation platform, and product detail page experiences.

• Designed the personalized invitation and ordering flow for the launch of Amazon Dash Button, a high-profile press launch introducing a new retail model for physical-to-digital purchasing.

• Owned end-to-end design of Amazon's Device invitation platform, used by millions of customers to access inventory-controlled and early-access device launches.

• Became a go-to designer for new device launches and retail experience innovation, working on early Alexa and smart home customer experiences; presented design work to Director, VP, and SVP leadership.

• Started as a contractor and converted to full-time based on performance and impact.

Retail Store Management

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—the operational infrastructure that determines whether a customer-facing experience actually delivers on its promise. This ground-level fluency in how retail works behind the scenes directly informs how I approach omnichannel design problems, advocate for operational realities in digital experience strategy, and connect customer-facing design to the systems and processes that have to support it.