By leaning into storytelling, I’ve been able to awaken emotions, capture the attention of golf’s second-largest audience, and sell out multiple product drops—including our highest-priced items—without a dollar spent on marketing.

Along the way, I’ve built relationships with PGA executives and well-known brands in golf apparel, proving that creativity and authenticity open doors. My imaginative approach has led to innovative products that resonate deeply, giving followers and customers a brand that represents their culture and background in ways the industry has never seen before.

I’ve taken bold risks and pursued unconventional paths to position Buena Gente Golf as a standout in an overcrowded market. The result is a brand that breaks barriers, tells powerful stories, and proves that golf is better when it’s infused with culture, energy, and originality.

Developed Longterm UX vision and strategy and built out a distributed design team relying heavily on cross-mentorship. I championed a collaborative approach, working closely with cross-functional teams to ensure alignment with business objectives. Successfully launched the redesign of Data Axle’s data and marketing solutions which aim’s to help small business achieve their goals.

Defined our audiences pain points by conducting user interviews, user tests and working with Client Services. Redesigned the website to match the quality of a tier one brand and worked with the content team to reduce clutter and allow users to make clear decisions. Iterated, tested, and delivered solutions that increased organic conversion by 23%, mobile registration by 11%, and reduce the time of purchase from 8min to 4mins.

Increased user engagement by doing a holistic analysis of the app and identifying areas of improvement. I led the redesign throughout the app with a more fresh and friendly style while adhering to native app patterns for both iOS and android platforms. This resulted in attracting a younger and more loyal audience.