Resume
Lead Designer
Location
Austin, Texas
Education
University of Leeds, School of Design
Marketing, Bachelor of Arts, Upper Second Class Honours
Seasoned Lead Designer with 6+ years of experience driving measurable growth through strategic design. Specialized in UI/UX design, brand building, motion design, and growth analytics.
Skills
FigmaUI/UX DesignPrototypingUser TestingBrand BuildingMotion DesignProductAdobePackagingPrintStorytellingGrowth Analytics
Experience
Lead Designer
ClassPass
- Redesigned the ClassPass Corporate website, resulting in a 4% increase in form submissions and an 18% higher lead-to-opportunity CVR.
- Designed and optimized end-to-end lead generation flows on Corporate and Partner websites, improving usability and increasing inbound lead rate by 19%.
- Redesigned the ClassPass Partner website and end-to-end user journey, improving conversion and increasing lead generation CVR by 8%.
- Increased form submissions by 45% for ClassPass Corporate leads by redesigning the Refer your company page.
- Owned the full rebrand and established the visual system for Kite, a pre-launch stealth start-up acquisition, now owned by Mindbody.
- Built a cross-functional ad development process resulting in top performing ads that drove 27% of member acquisitions, and had a +9% CVR over other ads.
- Shortlisted for a Shorty Award for the Best of ClassPass awards 2022 & 2024.
- Generated ad value equivalency of nearly $5M through the concept and art direction for ClassPass' Sweat Your Heart Out multi-city (US) workout event series.
- Produced, art directed and animated "Search it book it", a CTV ad targeting brand awareness. The test markets experienced a 47% increase in unaided brand recall.
- Co-produced ~$300k+ photoshoot that delivered 400+ library assets.
- Hired and managed full-time direct reports focused on driving ad performance through video and content creation.
- Managed and mentored designers, and introduced tools/processes to scale team output (Figma, After Effects).
Designer
GEM
- Launched "GEM 2.0"—a complete rebrand with an explorative website, subscription flows, lifecycle ecosystem and sleek new product packaging.
- Worked with developers to launch and integrate the website with Shopify.
Growth Analyst
Le Tote
- Owned and optimized acquisition funnel and all paid social growth channels.
- Increased traffic to subscriber CVR by 2% altering user-flow, ad-to-subscriber experience and a nav bar experiment.
- Project managed creative projects and campaigns, including all ad creative, and producing a TV ad end-to-end.
Designer
Arcadia Group