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Work Background
Average Joe HeroFounder / Product and Creative Director
Jan. 2024United States, Los AngelesAt Average Joe Hero, I lead the design and development of immersive tabletop and interactive game experiences with a focus on layered storytelling, hidden puzzles, and community-driven narratives. I manage end-to-end product development from concept through production, integrating brand design, UX, and narrative systems. Beyond games, I actively support small business growth and product innovation, applying creative problem-solving to engage and inspire diverse audiences.
Spreads.comCreative and Product Director
Nov. 2022United States, Los AngelesFounding product and brand developer for this AI-centered sports betting startup. Led end-to-end design and direction of user interfaces while defining product strategy through user testing, research, and brand development. Built a cohesive, engaging experience that translates complex AI-driven insights into clear, actionable user interactions. Collaborated closely with technical teams to ensure a seamless, intuitive product that resonates with the target audience and stands out in a competitive market.
InnovateMRProduct Management, Product Development, User Experience
Feb. 2015 - Feb. 2017Encino, CADeveloped and executed comprehensive digital product strategies that align with company mission and vision. Defined clear product roadmaps that outlined evolution of digital product portfolio. Collaborated with cross-functional teams to implement successful go-to-market strategies. Monitored competitive landscapes and conducted market research to identify growth opportunities and inform product decisions. Boosted user adoption 700% through effective product development
> Identified and aligned user needs to product goals through effective data analysis and creative solutions
> Endorsed successful promotion campaigns identified through user research to be effective adoption tactics
> Advocated for clear brand communication and simple UI/UX to reduce friction in user flow KEY COMPETENCIES: Brand Development, User Experience Design (UED), Risk Analysis & Management, Data Metrics and Analysis, KPI Development
GrayeSmith.comBrand & Design Consultant
Jan. 2014United States, Los AngelesPartner directly with leading consumer brands, including Disney, MGA, and Sesame Workshop, to develop distinctive packaging, product lines, and brand systems for toys and consumer goods. Combine deep expertise in visual design, storytelling, and strategic positioning to build compelling identities and market direction. Deliver innovative, growth-oriented solutions that help products stand out in competitive retail and digital environments. Stay ahead of industry shifts and emerging technologies to guide clients with forward-looking, impactful design.
Instant.ly (formerly uSamp)Product Design, User Experience
Jun. 2009 - Feb. 2015On-siteActed as key driver in shaping product design strategy and delivering outstanding user experiences. Fostered culture of innovation, collaboration, and excellence in design. Continuously pushed the envelope in design thinking and user-centered practices. Established and maintained design systems and guidelines that ensured consistency and scalability across all products and platforms. Implemented user testing and feedback mechanisms to validate concepts, optimize user experiences. Elevated Net Promoter Score from 22% to 85% with data-driven approaches
> Utilized data analytics to thoroughly assess existing UI/UX and identify pain points
> Championed user-centric approach to emphasize the importance of needs, preferences, and concerns
> Monitored NPS improvements to provide clear indication of optimizations success KEY COMPETENCIES: NPS, Data Analysis & Management, User Experience Design (UED), Product Innovation, Digital Marketing, Advanced Problem-Solving
Gel CommunicationsLead Product & Brand Designer
Jan. 2007 - May. 2009United States, GlendaleDeveloped product and packaging designs for a diverse portfolio of consumer goods, partnering with major brands including Disney, Warner Bros, Procter & Gamble, and Kellogg. Delivered creative solutions that aligned with brand guidelines while driving shelf appeal and market differentiation. Collaborated across cross-functional teams to ensure high-quality, production-ready designs that met both business and consumer expectations.
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