Aaron is a results-driven design leader and UX/UI product designer who has spent 20+ years working in product marketing, advertising, and customer experience arenas. He partners with teams, agencies, and start-ups to help them connect to audiences in deeper, more immersive ways. His focus is on value creation and capture, synthesizing design with business strategy, and identifying user needs to amplify the customer experience.
Led design, research, process planning, problem definition, and alignment, while contributing to an organization's overall digital strategy. The research and understanding component of the design process is focused on stakeholder interviews and perspectives, business goal alignment, objectives and methodology, recruitment, and screening and scheduling.
Created information architecture for tablet-based healthcare app, including user flows, wireframes, high and low fidelity prototypes, guided journey map and personas supported by qualitative research interviews.
Led first user task and functionality test, compiled a better understanding of user behaviors, determined if the product met expectations and validated proposed features.
Established an authentic, consumer-focused brand and identity for Renovate America, a $1 billion financing company providing businesses and homeowners with financial support for energy efficiency programs and projects.
Selected to spearhead digital platform re-launch from concept to completion, improving customer eligibility process, reducing bounce rate, and increasing leads by 44%.
Developed design system, designed and tested user flows, wireframes, and prototypes based on research.
Managed team of 12 and outside agency, guiding each to adhere to brand standards and strict deadlines.
Technologies: Microsoft Excel, Microsoft PowerPoint, Litmus, Adobe Creative Suite, InVision, Sketch
Art Director, Digital Design
2013 - 2015
Defined and executed design strategy and art direction for the launch of the digital streaming platform, Beachbody On Demand, generating a significant portion of Beachbody’s $1+ billion annual revenue.
Directed digital art strategy and visual design for multichannel initiatives including display advertising, social media, affiliate marketing, Amazon marketplace, and broadcast media campaigns across a portfolio of 30+ brands.
Managed team of designers, mentored to advance skill-level and confidence with stakeholders.
Technologies: Microsoft Excel, Microsoft PowerPoint, Trello, Adobe Creative Suite, InVision
Creative Director, Principal
2008 - 2013
Designed award-winning integrated digital solutions, multi-channel marketing initiatives for Fortune 500 and eCommerce clients at a full-service creative agency.
Leveraged extensive professional network to expand client list, enabling company to become profitable for the first time in eight years and achieve record revenue.
As Principal, refined brand identity, restructured pricing model, and set long-term business objectives that boosted value and competitiveness.
Cultivated a sterling reputation among clients for delivering work that exceeded expectations, resulting in high-volume referrals from renowned companies across tech, entertainment, auto, and energy industries.
Technologies: Zeplin, Microsoft PowerPoint, Adobe Creative Suite
Creative Lead, Web Analyst
2004 - 2008
Increased conversions, development of an eCommerce ecosystem through building, delivering and managing creative initiatives, user experiences, promotions and all aspects of site re-design.
Obtained critical insights, measured customer lifecycles, focusing on reach, acquisition, conversion, retention, and A/B test analysis.
Decreased annual marketing spend by 600,000, and managed 11 eCommerce properties with annual sales of $28 million.
Technologies: Microsoft Excel, Omniture, Google Analytics, Adobe Analytics, Adobe Creative Suite
Director of Advertising
2003 - 2004
One America Wireless
Integrated advertising strategy, insights, and creative development to deliver successful advertising programs aligning with brand and marketing initiatives.
Technologies: Microsoft Excel, Flash, Adobe Creative Suite
Freelance Art Director
1995 - 2004
Provided art direction at multi-disciplinary design firm serving clients across auto, tech, hospitality, and marketing industries with clients including Ford Motor Company and Squaw Valley Ski Resorts.
Technologies: Microsoft Excel, CSS, Omniture, Google Analytics, Microsoft PowerPoint, HTML, Flash, Adobe Creative Suite
2000 - 2002
Digital Business Products
Created interactive CD-ROM marketing and sales tools, advertising campaigns, and branded design solutions for HomeStore.com, Realtor.com, Coldwell Banker, 21st Century, Prudential, and RE/MAX.
Technologies: HTML, Flash, Adobe Creative Suite
1999 - 2000
Developed user interface designs for small to large-scale projects; clients included: Universal Studios, Proctor & Gamble, Morey Body Boards, and Mayfair Capital Group.
Technologies: HTML, Flash, Adobe Creative Suite
1998 - 1999
Delivered innovative and engaging media concepts for clients including Bissell Cleaning Appliances and Coleman Outdoor Products.