EXPERIENCE
Jan 2026 – Present • Target
Director, UX Design: Loyalty & Growth
As a Director of UX Design at Target, I serve a group of designers and design managers responsible for Target’s Loyalty and Growth programs, and financial products, including Circle, Circle Card, and Circle 360 memberships.
Mar 2021 – Dec 2025 • NORDSTROM
UX Manager: Design System (DLS); CMS; Ads Program; Core CX
Spearheaded a centralized DLS, unifying design across 2 brands and 3 platforms. Improved design-dev efficiency by 30%, generating $3M in annual EBIT savings. Drove $40M+ in EBIT gains in 2024-2025 through A/B tests leveraging DLS. Scaled DLS adoption across 40+ teams, achieving 77% YoY growth in DLS adoption. Directed UX strategy for a modern CMS (Sanity) to accelerate content delivery, saving the company ~$372K/year in labor. Led digital design for Nordstrom Rack’s rebrand. Influenced the Nordstrom brand refresh. Created a 3-year vision for the onsite ads program.
Oct 2018 – Mar 2021 • NORDSTROM
UX Design Lead: Styling Program and Employee Tools
Identified and helped the team to lead 6 net-new and strategic initiatives in the Remote Selling and Styling space; Led the team through 10+ feature improvements and product launches for Nordstrom employees, as well as Nordstrom customers; Supported 5 UX team members and led the UX design of the Nordstrom 'Style Links' program – a net-new product for Nordstrom's Remote Selling and Styling program; In 2020, contributed to the growth of the Nordstrom 'Salesperson Engagement' metric(+73.5% from 2019) via feature improvements of internal and customer-facing tools; Contributed to the Remote Selling and Styling program's best Anniversary Sale of all time in 2020—the 2020 year’s performance having surpassed the entirety of Anniversaries 2018 and 2019. Compared to 2019, Remote Selling team had a 15x increase in demand during the Anniversary Sale 2020.
Apr 2015 – Oct 2018 • AMAZON
Sr. UX Designer: Amazon Devices
Led the UX design of features and programs dedicated to increasing Amazon Device sales (Echo & Alexa, Fire Tablets, Fire TV, Kindle, Dash Buttons) and lowering barriers to entry for customers learning about Amazon Devices. Worked cross-functionally, including with product managers, software engineering managers, site merchandisers, senior leadership, VX and UX design teams.
Mar 2013 – Apr 2015 • MICROSOFT
UX Designer: Microsoft Online Store
Designed UI for a world class customer support experience—a first ever live video chat, that led to an increase of the conversion rate up to 18%; Helped drive an all-up responsive redesign of Microsoft Store category pages; Worked on a complete worldwide redesign of purchase flow for Microsoft Store Online; Contributed to the design of the storytelling Surface product detail pages that resulted in a 17% increase of the conversion rate; Led the design initiative for a global Holiday 2014 experience for MicrosoftStore.com
EDUCATION
Harvard Business School Online
Certificate in Organizational Leadership
The Art Institute of Seattle
Bachelor of Science, Web Design and Interactive Media
South Ural State University
Department of Business Management
SPECIALTIES
People Leadership
Foster a thriving creative culture, where team members feel supported, empowered, and happy.
Attract top talent and cultivate career growth focused on team members’ unique strengths.
Implement processes and mechanisms that support team growth and organizational maturity.
Strategy
Guide strategy by gaining buy-in at all levels of the organization through data and storytelling.
Set, execute and lead strategic-level decisions in the areas of interaction design, information architecture and visual design with input from cross-functional peers.
Develop relationships with key stakeholders for describing strategy and tactics for the program.
Design Direction and Execution
Guide and manage user research and usability testing.
Fluency in best practices for web-based and mobile information architecture and design.
Strong business and technical acumen.