PROFESSIONAL EXPERIENCE
HEAD OF UX, Largest US Social Casino, 2005 – 2016
PUREPLAY.COM, San Francisco, CA
Led creative operations for the largest legal US online social casino. Define direction/standards and guide performance of creative team to deliver on expectations and elevate traffic through diversified social media games. Oversee all graphic elements in games, web site, print, corprate id, banner ads and social media. Participate in senior staff meetings to update staff on creative activities and collaborate with CMO and CEO to articulate PurePlay’s needs and solutions.
Selected accomplishments:
• Increased player spend through ads/pop ups that triggered increase of 70% in game app purchases.
• Created low cost social media apps that generated viral traffic that resulted in high ROI.
• Maintained customer retention by executing highly successful viral email campaigns.
• Produced/designed, new Texas holdem poker game from conception to completion.
• Cost effectively produced poker games for IPhone, Android and computers simultaneously.
• Strengthened customer retention through A/B UX testing and implementing user-friendly experience.
CREATIVE DIRECTOR, eCOMMERCE, 2004 – 2005
CAPCOM ENTERTAINMENT, Sunnyvale, CA
Managed online operations for multi-billion-dollar, industry leading interactive-entertainment business. Define direction/standards and guide performance of 7-person creative team to deliver on expectations and elevate traffic through diversified online activities. Oversee all online graphic elements. Negotiate contracts and ensure compliance of online capcom-representation policies. Approve Web sites in cooperation with essential parties, such as legal counsel, marketing and producers. Participate in senior staff meetings to update staff on Web activities and collaborate with marketing managers to articulate online needs and solutions, including banners and Web sites. Lead vendor negotiations. Cultivate global relations to become attuned to the needs of gaming producers in Japan and gain their trust on developing marketing solutions to consistently fulfill their expectations.
Selected accomplishments:
• Spearheaded operations, ensuring cost-efficiency while maintaining excellence by team comprised of
designers and flash/html programmers, contractors, and interns in the design/development of HTML email,
flash specific game Web sites, and flash banner ads.
• Dramatically increased traffic by 30% daily by executing highly successful viral email campaigns.
• Teamed with first-party publishers like Sony, Microsoft, and Nintendo to comply with guidelines.
• Significantly lowered co-location expenditures over 50% to save company $500,000 annually.
• Designed interactive and traditional press kits for heightened market presence.
CREATIVE DIRECTOR, 2000 – 2002
BIGTRAY.COM, San Francisco, CA
Led art operations for start up restaurant equipment and supplies e-commerce company. Gained insight into target market by actively soliciting feedback, developed plan to meet corporate objectives, and accelerated business through enhanced website and improved corporate and brand identify, including design of logo, letterhead, and CD-ROMs. Hired and built talented team of four. Prepared production schedules. Furthered growth and awareness by designing interactive press kits. Provided effective leadership for team of designers, photographers and HTML programmers of integrated programs and campaigns, including direct mail, HTML email, and corporate collateral. Developed concepts and themes for tradeshows.
Selected accomplishments:
• Effectively negotiated contract terms with clients to maximize ROI as well as strategized on design
concepts for optimum impact to client.
• Proposed and presented strategy to bring creative-implementation operations in-house for heightened
creativity as well as expedite process, and reduce related costs.
• Led company-branding efforts, developed corporate identify, created print collateral, and developed online
and traditional marketing solutions, including email marketing campaigns and print advertising initiatives to
build market presence and generate interest among target market of novice online consumers.
• Designed tradeshow booth for multi-state tour to demonstrate online services and sell products/ services,
boosting traffic significantly by 40% boost.
• Teamed with third-party to execute usability testing to observe novice online-consumers’ navigate Web site
and implemented changes to maximize ease of use and create the ultimate customer experience.
ART DIRECTOR, 1999 – 2000
EGGHEAD.COM / ON-SALE.COM, Menlo Park, CA
Selected to assume director position after initially hired as consultant to champion full redesign of eCommerce site generating $600 million in sales targeting computer-savvy customers; served as integral member of executive team and played instrumental role after acquisition by OnSale.com.
Subsequently requested to assume role of Art Director and guide performance of 35-person, multi-functional staff composed of programmers, graphic / flash designers, and quality assurance professionals. Applied expertise to provide creative direction on all Web site, online, and print-graphic elements to maintain uniform message and theme and create visually appealing materials. Ensured customer-friendly shopping experience by conducting usability testing.
EDUCATION & CREDENTIALS
California Polytechnic State University, San Luis Obispo, CA
Bachelor of Science in Applied Art and Design. Concentration: Graphic Design
TECHNICAL PROFICIENCIES
Platforms: iOS, Android, webOS
Applications: Axure, Adobe Illustrator, Photoshop, Air, Premiere, After Effects, Flash, InDesign, PageMaker
Languages: CSS, HTML5, HTML, Javascript, PHP and Action Script