Product Design Manager

Total Wine & More


As one of the founding members of our UX team, I have lead countless large initiatives, starting with cart & checkout and most recently our redesign of our sign in/ create account experiences. Currently I lead a team of designers on our upper funnel initiatives, and I recently formed our first content focused UX team.

Managerial work

Throughout the years at Total Wine, I have contributed to establishing process, growing our team, and promoting a culture of data driven design: with a heavy focus on research and testing to guide direction and remove personal bias.

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Team Efficiency

When I joined, there was no unified design system, no common tools across designers, no documentation process, and no regular reviews with stakeholders. Beyond these heavy hitters, we are continuously improving our process resulting in increased team efficiency.

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Planning & Resourcing

I maintain design roadmaps for my teams in addition to resource allocation, establishing timelines and deliverables. Additionally, as the team expands, adjusting the product organization to accommodate growth.

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Fostering Collaboration

One large disconnect that we experienced was between the product team and our marketing & content partners. After a little over a year of initiating collaboration with our marketing and content teams- I officially received approval for dedicated headcount for a content focused UX team to bridge the gap.

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Data Driven Design

When I started, most product decisions were based on opinions rather than data or user feedback. Over the course of 1-2 years I collaborated across teams to foster a research driven culture: validating hypotheses through using data, research and customer feedback.

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Team Growth

Over the past 3 years our UX team has tippled in size and continues to grow. I have recruited top talent team members by establishing partnerships with schools and creating a pipeline of fresh talent through our first ever UX internship program!

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Employee Development

In addition to yearly reviews and weekly 1:1s, I actively work on career pathing to keep our team members engaged and continuously growing.

Driven results

Here are a few initiatives I have lead, many of which have met or exceeded our target KPIs.

All of these projects are password protected. If you are interested in seeing project details, please email me at to request the password.

Legends of wine launch


Sign In / Create Account


Same-Day Delivery Launch


Project details coming soon!

Add to cart & Upsell


Project details coming soon!



Project details coming soon!

Guide Pages


Project details coming soon!

Brand Pages


Project details coming soon!

Checkout Redesign


Project details coming soon!

Cart Redesign


Project details coming soon!