About
I’m a designer with over 7 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:
Web and Campaign Design, UX/UI Design, Data-informed Design, Landing Pages, Visual and Brand Design, Responsive Design, Prototyping and Wireframing, Design Systems, Brand Consistency, Accessibility, Developer Handoff, Cross-functional Collaboration, Mentorship, A/B Testing, HTML & CSS
Tools:
Figma, Figma Make, Sketch, Adobe CC, JIRA, GA4 and Salesforce Commerce Cloud
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 website. 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 retention. Beyond team leadership, I contribute to corporate-wide projects, optimize site functionality and guide marketing campaign designs that bring the brand to life through high-impact product experiences.
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