Pioneering the integration of generative AI into Ads Manager to unlock creative automation, smarter campaign guidance, and adaptive workflows that make world-class advertising accessible to everyone.

● Played a key role in the digital transformation and go-to-market rebrand of Baker Hughes following its merger with GE Oil & Gas—helping define the company’s new digital identity and product experience.

● Led the creation of a scalable, company-wide Design System used across 30+ digital products—ensuring consistency, efficiency, and brand alignment across global teams.

● Shipped enterprise-grade platforms for the energy sector, balancing technical complexity with user-centered design to drive real-world performance.

● Mentored a growing team of designers and managed external agency partnerships—aligning creative direction and delivery across multiple workstreams.

● Stepped into a senior leadership role at GE Oil & Gas, leading design for complex enterprise platforms that supported critical operations across the global energy sector.

● Designed and launched CRM and LMS systems tailored to the industry’s unique needs—streamlining workflows, integrating with legacy infrastructure, and improving user experience across the board.

● Led and mentored a cross-functional team of designers and developers—fostering collaboration, elevating the craft, and ensuring design was embedded in the product development process.

● Partnered with external agencies to scale delivery while keeping execution aligned with GE’s business objectives, timelines, and standards.

● Joined GE during a pivotal time of digital transformation—leading design across complex, industrial-scale systems for businesses like Transportation, Power & Water, and Oil & Gas.

● Designed mission-critical platforms to manage locomotive fleets, optimize power plant performance, and drive efficiency across global operations—bringing clarity and usability to deeply technical challenges.

● Scaled and evolved GE’s Design Systems to ensure consistency and quality across a vast product ecosystem.

● Pushed boundaries through research into AR, MR, and IoT, helping explore the future of how industrial teams interact with data, machines, and environments in real time.

● Joined BGT Partners in Miami—a fast-paced digital agency known for big ideas and bold execution—where I led design for global brands like Mercedes-Benz, Walmart, GE, FedEx, Burger King, Wendy’s, ADP, and ADT.

● Our team’s success and impact helped position BGT as a standout in the industry, ultimately leading to its acquisition by PwC, where we became part of their global digital consulting arm.

● Continued leading cross-functional design teams post-acquisition, mentoring junior talent and shipping high-performing work for Fortune 100 clients—combining creative excellence with real business outcomes.

● This chapter taught me how to lead through change, thrive in high-pressure environments, and deliver design that operates at global scale.