Design is my life. I am a hands-on creative leader and storyteller with a proven track record of building innovative global brand and product experiences that connect emotionally and drive results. My love and excellent eye for all things design come from my 22-plus year career in creative leadership, UX / UI, product, graphic, digital and brand design — including 11 years leading, mentoring and growing high-performing design teams, fostering teamwork across fast-paced, collaborative start-up and established environments. I lead by blending strategic thinking with hands-on execution, inspiring and aligning design and cross-functional teams to turn big ideas into compelling, real-world results. I streamline workflows making processes more efficient. Using UX / UI best practices, accessibility, conversion optimization and the latest design and prototyping tools, I deliver scalable design systems and craft seamless digital and graphic experiences that elevate brand presence and drive both engagement and business performance across all platforms, products and touchpoints. I lead and design the development of impactful user-centered experiences that are delightful to use resulting in improved user productivity, discoverability and simplicty. I create, develop and own the design from the ground up across websites, mobile, digital media, print, packaging, email, social, direct mail, packaging, in-store retail design, photography, video, television, content marketing, internal communications and much more. Directing photography and video, I lead in-house and external studio teams from shoot through final edit. Whether launching new digital experiences or leading a full rebrand, I ensure every creative product focuses deeply on business goals and user needs identified through research and user testing, all executed with precision. Telling stories in a clear, compelling voice that speaks to what users / customers want — that is what I do well. I love to lead creative initiatives that breathe life into brands in bold, resonant and meaningful ways. I excel at enhancing brand perception that stands out from competitors, retains and gains customers leading to increased sales through thoughtful design.

Recently, as UX / UI Design and Product Creative Director at GOLO, a leader in health, wellness and weight loss, I introduced user experience and user interface design to the company. My goal was to define and refine a new visual direction for our website with a commitment to provide personalized health and wellness guidance, tailored engagement and intuitive interactive experiences to help our over five million customers in their weight loss journeys. I directed, mentored and worked hands-on with the design team to redesign / rebrand the website and mobile “gated” e-commerce experience. We used design thinking and agile processes to refine and redesign the entire shopping experience, navigation, search, cross-sell recommendations, landing pages, promotions, personalized journeys and much more. This led sales to grow 154% in the first year and 1,040% in three years. I applied UX / UI human-centered design principles and best practices and ensured that all designs were WCAG accessible, engaging and delightful to use. I developed enterprise-wide design systems for all eleven company brands, fostering collaboration between teams. The design guidelines and CMS scalable component design systems I created unified brand consistency across all products and streamlined workflow, enabling teams to build and update web pages faster. I led the design of a wide array of health and wellness supplements, a new line of frozen healthy meals, Super Foods Essentials Starter Kit, wellness and exercise equipment and other products. I personalized customer profile accounts and provided interarctive experiences through a weight-loss tracker, advanced search recipe blog system and other resources. My team designed all digital, print, consumer packaged goods (CPG) packaging, email marketing, copywriting, photography, video, television commercials, social, etc.
 

I have worked for a wide range of leading e-commerce companies and other retailers across industries such as health and wellness, weight loss, dietary supplements, consumer packaged goods, real estate services, mortgage lending, hospitality, special events, promotional products, beauty, jewelry, fashion and bridal industries, both B2B and B2C. Companies I have worked with include GOLO, Radian, Alfred Angelo Bridal, Bernie Robbins Fine Jewelry, Breslow Partners, Artcraft, Philadelphia and Washington, DC Style Magazines, among others. 
 

Leading by example is a cornerstone of my career. As a UX / UI Design and Product Creative Director, Senior Creative Director and Senior Art Director, I’ve prioritized building positive work cultures where everyone feels a sense of purpose and belonging. By listening, earning trust and inspiring accountability, I’ve cultivated high-performing A-teams that consistently go above and beyond. Mentoring and motivating others is one of my greatest joys. I strive to create environments where people thrive, love to come to work and do better every day.
 

My expertise spans leading the design of websites, high-fidelity prototypes (web, tablet and mobile), apps, digital campaigns, advertising and print media for retail / wholesale markets and local / national advertising. I’ve directed photo shoots, television commercials, videos and branding projects with meticulous attention to detail, ensuring products are of the highest-quality. One highlight in my career was leading the launch of a bridal collection in an exclusive partnership between Disney and Alfred Angelo Bridal to create real-life gowns of every girl’s favorite princess, delivering a 30% revenue lift in the first year, a 290% increase in social engagement and coverage in major publications including Brides Magazine, Martha Stewart Weddings and The Knot. I also founded my design studio, Zorie LLC, specializing in custom stationery for social occasions and branding that bring clients’ personal and business stories to life.
 

Educated in Graphic Design Communications at Philadelphia University and UX / UI Design at the University of the Arts, I offer an international background and bilingual proficiency in English and Spanish that allow me to excel in diverse teams and respond effectively to multicultural clients and global markets.