Staff Product DesignerHelloFresh
08/2025 – Present
Maternity leave cover
Owning growth strategy across a portfolio of nine brands — acquisition, referral, subscription and retention treated as one system rather than four separate funnels. Leading a dedicated AI squad that runs autonomously inside HelloFresh. The squad works as an incubator: rapid prototyping, shipping and iterating in a startup environment, then bundling proven features and handing them to the other nine brands.
Led the redesign of Refer a Friend, a $12.7M acquisition channel down 24% year over year. Owned the approach: built the direction from the funnel data and the loyalty cost model and pitched it to leadership, then rebuilt the referral model itself, cutting a 21 step journey for the referred friend and reworking a five year old offer into three mechanics you progress toward. Invites per active user rose +12.1%, and the wider rebuild closed the US year over year gap from −26% to −13%. Live across 13 markets, ten weeks from kickoff to first launch.
Owned experience strategy and experiment design for Factor Plus, a paid membership that opened at 1.8% adoption against a 10% target and cleared it at full rollout, averaging 10.4%. Argued for measuring behavior change over adoption, which surfaced a loyalty gradient: +9.8% 52 week CLV in the strongest cohort, turning negative past an identifiable threshold. Members ordered roughly 3x more than a matched control, cancellation fell between 63% and 85% depending on band, and by my last read the membership was 9% of active customers placing 13% of all orders.
That segmentation model is now the standard read for membership across HelloFresh brands, and the framework the next brand launch is built on.
Lead Product DesignerMLSE
10/2024 – 09/2025
Maple Leaf Sports and EntertainmentCompany-wide layoff
Led a major UX overhaul across MLSE’s sports apps, including Toronto Maple Leafs playoff updates that drove a 43% spike in users and propelled the app to the #1 spot among sports apps in Canada on the App Store.
Redesigned critical user flows to boost discoverability of schedules (+20.6%) and highlight content (+24.8%), while optimizing revenue-driving features within CMS limitations.
Implemented a self segmentation screen to personalize the user journey and surface relevant content based on fan context (in-arena, at home, tailgate).
Simplified the sign in experience by eliminating fragmented login paths, reducing friction and improving accessibility.
Senior Product DesignerHousecall Pro
07/2022 – 05/2024
Company-wide layoff
Led the foundation team consisting of 8 developers, tech lead and PM.
Owned the end to end design strategy for our in house e-signatures product, driving activation, adoption and revenue across the platform.
Collaborated cross functionally with account and fintech teams to integrate e-signatures into key workflows, achieving a 66% adoption rate within the first 3 months. This led to an average of $1.32M in additional approved work, a 27% increase in finalized approvals, and reduced approval turnaround time from days to just ~37 minutes.
Championed the creation of project templates. An 87% adoption rate within the first month and over 50% increase in project efficiency and creation.
Lead Product DesignerIBM Canada
03/2022 – 10/2022
Fixed-term conference contract
Spearheaded the creative direction, UX, and branding for IBM’s inaugural Weavesphere conference, completing the project within a strict 6 month requirement.
Developed the brand identity, website, marketing materials, and pitch decks. Collaborated with IBM’s developers to ensure pixel-perfect execution.
The conference surpassed targets with over 5,000 attendees (200% of the goal), 200 speakers (400% of the goal), and 150 startups (300% of the goal). Met all deadlines and quality standards, achieving a 95% stakeholder satisfaction rate.
Senior Product DesignerVish
06/2021 – 06/2022
Layoff
Oversaw the creation and maintenance of a ground up design system, including components, libraries, and patterns, driving a 75% increase in design efficiency.
Collaborated with developers to ensure flawless integration, reducing post-launch design issues by more than 50%.
Led continuous refinement and design reviews, contributing to a 20% reduction in support tickets by addressing key usability challenges.
Senior Brand and UX DesignerSawmill Creative
03/2020 – 05/2021
Layoff
Developed an automation tool that standardized email communications for the largest client, boosting design efficiency by over 55% resulting in a 40% increase in monthly workload.
Led the creative direction for multiple web development projects, achieving a 100% client approval rate and driving a 30% increase in repeat business.
Co-Founder and MakerHook & Stem
01/2016 – 03/2020
Co-founded Hook & Stem, a woodworking home decor shop, driving over $1 million in revenue within the first three years.
Designed and built 100% of products, selling 100,000+ items with a 5-star average rating across 2,000+ reviews. Secured partnerships with West Elm, Wayfair, and other notable retailers, boosting monthly visitors by 10%.
Delivered a 10,000-piece custom order for Shopify, resulting in a 4% increase in new customers.
