Aaron is a results-driven design director and UX/UI product designer who has spent 20+ years working in the 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.
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.
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.
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.
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: Adobe Creative Suite, Excel, Adobe Analytics, Google Analytics, Omniture
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: Adobe Creative Suite, Flash, Excel
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.