Backline

Product Design & Experience Leader UX Strategist · AI Product Creator

30+ years leading product organizations through consequential decisions — from strategy through execution — across global brands, sports, and AI-native software.

Product Design & Experience Leader with more than three decades of digital experience leadership, team building, and product innovation. I've led product and UX organizations inside sports media at CBS Sports, enterprise automotive SaaS at Dominion Enterprises, and multicultural sports marketing at Marca Miami. Through González Creative I take fractional, interim and embedded engagements across sports, entertainment, media, SaaS and enterprise technology. Today I combine UX strategy, behavior design, and AI-assisted product development to turn complex operational problems into focused, scalable software — most recently as Founder of Backline.

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Two ways to work together

Considering Alberto for a leadership role?Read the full career history

Need fractional product leadership?Work with González Creative

CBS Sports Digital: Leading Product Experiences at Scale

Enterprise Product Design at the Intersection of Live Sports, Editorial, and Millions of Fans

Director, User Experience (CBSSports.com) at CBS Interactive (Aug 2011 – Jan 2014) — CBS Sports.com, Fantasy Sports, GameTrackers, mobile products, Super Bowl XLVII, and the Sports Emmy–winning Game of Honor.

Backline

Founder & Product Lead · Backline · 2026 – Present

The Operating System for Working Musicians — a SaaS platform for musicians, bands, venues, and music industry professionals. Conceived, designed, and shipped in 11 weeks.

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Creative process

How the work gets made.

Discover

Understand the business, the user, and what's actually broken.

Understand

Research the behavior underneath the request.

Simplify

Cut until only the essential decision remains.

Prototype

Make the idea real enough to react to.

Build

Ship the thing that was actually designed.

Measure

Retention, engagement, revenue — tied to the decision.

Improve

Refine again. Nothing ships once.

Craft

01
Direction
- Strategy
- Research
- Behavior Design
- Leadership
02
Experience
- Product Design
- UX
- UI
- Creative Direction
03
Systems
- Brand Systems
- Design Systems
- AI

Stack

AI
- Claude
- OpenAI
- Anthropic
- ElevenLabs
- Midjourney
Development
- Cursor
- GitHub
- Vercel
- Perplexity
Engineering
- React
- Next.js
- TypeScript
- Tailwind CSS
- Supabase
Design
- Figma