About
I’m product designer with over 5 years of experience creating digital products and customer experiences that bridge brand and business goals with user needs. With a strong foundation in ecommerce, I have partnered with brands like Shop Thursdays, Arms of Eve, and Collective Studio to design engaging, conversion-driven experiences.
Currently, as the Design Manager of Ecommerce at Roots, I lead UX strategy, design systems and cross-functional initiatives that drive engagement and conversion. I specialize in responsive design, complex user journeys and content experiences that turn insights into high-performing solutions. Detail-oriented and proactive, I’m passionate about creating impactful, boundary-pushing digital experiences.
Related Skills
Areas of Expertise:
Collaboration, Team Leadership, Design Systems, Visual Design, Responsive Design, Interaction Design, Data-Driven Design, User-Centric Design, Strategic Thinking, Brand Identity, User Accessibility, User Research, A/B Testing, Prototyping , Wireframing, HTML & CSS Knowledge, SEO, Image Optimization and User Accessibility
Tools:
JIRA, Figma, Google Analytics, Adobe Creative Cloud, Salesforce Commerce Cloud, monday.com, Microsoft Teams, SharePoint and OneDrive
Work Experience
Design Manager, Ecommerce | Roots
Design Team Lead, Ecommerce | Roots
Web Designer | Roots
Digital Designer | Collective Studio
Web & Graphic Designer | Arms of Eve
Web & Graphic Designer | Elms
Creative Strategist | Hillel Ontario
Graphic Designer | UJA Federation of Greater Toronto
Client Experience
Current Role
As the Design Manager of Ecommerce at Roots, I lead a team of designers focused on shaping intuitive, product-driven experiences across the Roots omnichannel ecosystem. I drive the UX strategy, oversee front-end design processes, and collaborate with cross-functional partners to ensure usability and consistency at scale. In this role, I align design decisions with business goals, manage digital KPIs, and lead initiatives that improve conversion, engagement, and customer satisfaction. Beyond team leadership, I contribute to corporate-wide projects, optimize site functionality, and guide marketing campaign designs that bring the brand to life online.
Services
Product Design
UX / UI Design
Experience Strategy
User Research
Web Design
Conversion Optimization & A/B Testing
Design Systems & Prototyping
Brand Identity & Visual Design
Creative & Product Strategy
Education
Media Theory and Production (MTP)
University of Western Ontario, Bachelor of Arts
2012 – 2016
Interactive Media Design and Production
Fanshawe College, Diploma
2012 – 2016