Redefining innovation for an online pioneer.

Vice President of Design

As the head of design and creative for pioneering the online financial services company, I played two roles: first, to support all marketing and advertising initiatives with compelling, quality creative, and second, to drive product innovation with a new level of design excellence. Leading teams in New York City and Menlo Park, our mission was to develop high-quality creative across all marketing channels, advertising, and product design.

At E*trade, I led a team of 10 to drive the design and development of all digital products for our 3.5M customer base, facilitating an average of 350K online transactions per day.

Redesign of marketing and trading platform to support new product offerings, improved market information, trading features, and transactions across web and mobile, increasing account openings by 15% and transactions by 20%.

Personally designed Mobile Pro—the world's first online trading app for iPhone, which became the most popular Financial app on iTunes for an entire year, with more than a million downloads

Creative direction for online, print, and broadcast marketing efforts, including the famous “E*Trade Baby” 2008 Super Bowl campaign.