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I’m a designer focused on crafting digital and physical experiences that are both aesthetically compelling and strategically functional. Having spent over a decade in marketing and advertising, I look at design through a dual lens ensuring every solution serves the user while driving real business results.
Throughout my career, I’ve successfully led major web initiatives by blending big-picture creative vision with a meticulous attention to detail. I thrive on bringing cross-functional teams together around a shared goal and keeping complex workflows moving smoothly.
ZYN Nicotine Pouches’ rapid market expansion since 2020 had outpaced its original website's infrastructure. To maintain its position as the category leader, ZYN US required a sophisticated digital ecosystem that aligned with modern customer expectations while aggressively supporting business objectives for consumer acquisition and retention.
In a cross-agency collaboration between New Honor Society, our parent company FCB, and the ZYN Global development team, we embarked on a total digital overhaul. I served as a Lead Designer on a four-person UI team, leveraging my deep brand and audience knowledge to bridge the gap between high-level strategy and tactical execution.
