More Than Three Decades Building Digital Products That Matter

Founded and launched an AI-powered SaaS platform designed to help working musicians, bands, venues, and organizations coordinate schedules, communication, availability, and live performance logistics. Conceived, designed, and shipped to production in 77 days—11 weeks — owning product vision, UX strategy, systems architecture, AI-assisted development, and end-to-end execution.

Defined the product roadmap, designed the complete user experience, established the design system, and partnered with AI development tools to rapidly build and iterate a production-ready application. Continue to lead product strategy, customer discovery, feature prioritization, and platform evolution while exploring AI-native workflows that accelerate software delivery without compromising product quality or user experience.

Founded a multidisciplinary creative and product consultancy delivering digital strategy, product design, UX leadership, brand development, and customer experience initiatives for organizations spanning sports, media, live entertainment, enterprise technology, and consumer products.

An executive product design and UX advisory practice working across sports, entertainment, media, SaaS, and enterprise technology—helping organizations improve customer experiences, modernize products, and adopt AI in practical, meaningful ways. Engagements are fractional, interim or embedded, and run from strategic discovery through execution, aligning business objectives, customer needs, and measurable product outcomes.

Founded and led a creative consultancy and music industry business focused on branding, digital experiences, live entertainment, artist development, content creation, and strategic consulting. Combined decades of creative leadership with hands-on experience as a professional musician, bandleader, producer, and entrepreneur to help artists, venues, festivals, promoters, and entertainment organizations build stronger brands and better audience experiences.

Worked directly with performers, venues, promoters, production teams, and event organizers to navigate the operational realities of rehearsals, scheduling, communication, touring, booking, and live event coordination. This firsthand experience exposed the fragmented workflows and collaboration challenges facing working musicians, ultimately inspiring the product vision behind Backline.

Led enterprise product design, UX strategy, customer research, and digital transformation initiatives across large-scale consumer platforms, marketplaces, SaaS products, and enterprise experiences. Partnered closely with executive leadership, product management, engineering, marketing, operations, and analytics teams to improve customer acquisition, engagement, conversion, retention, and long-term product performance.

Directed research-informed experience strategies that aligned customer needs with business objectives while helping shape product vision, roadmap priorities, design systems, brand standards, and organizational processes across high-traffic digital ecosystems serving millions of users.

Built and scaled multidisciplinary product design, UX, research, creative, and marketing teams across multiple divisions, establishing leadership structures, operational frameworks, and design practices that enabled teams to deliver consistently at enterprise scale while unifying product, marketing, social, and brand experiences under a shared customer-first vision.

Led creative direction and digital strategy for NASCAR's multicultural and Hispanic audience initiatives in partnership with Marca, developing integrated campaigns, interactive experiences, bilingual content strategies, and culturally relevant storytelling designed to strengthen NASCAR's connection with one of its fastest-growing audiences.

Partnered with marketing, editorial, sponsorship, product, broadcast, and brand leadership teams to create award-winning digital experiences that blended UX, content strategy, social engagement, experiential marketing, and multicultural communications across multiple channels. Helped translate business objectives into measurable audience growth while expanding NASCAR's reach within the U.S. Hispanic market.

Led creative direction for NASCAR Te Mueve, the sport's Hispanic-market growth multicultural marketing, digital innovation, integrated campaign strategy, and audience engagement.

Led product design, creative direction, and user experience strategy for one of the world's most recognized digital sports brands, overseeing audience-facing products and major event experiences across the CBS Sports digital ecosystem. Directed multidisciplinary teams spanning UX, visual design, editorial, and interactive development to deliver high-impact experiences reaching millions of sports fans across web, mobile, connected TV, and emerging digital platforms.

Provided creative and product leadership for Super Bowl XLVII digital experience initiatives, collaborating with executives, product managers, engineers, producers, editorial leadership, and broadcast teams to launch one of the industry's highest-profile live event experiences. Helped define product vision, experience strategy, and creative standards while balancing audience engagement, editorial priorities, and business objectives.

At CBSSports.com, I conceived, designed, led, and published the digital experience for A Game of Honor, which received the 2011 Sports Emmy Award for Outstanding New Approaches, Sports Programming.

Founded, owned, and led U4EA Design, a Twin Cities interactive design studio that grew to a team of 12 and surpassed $1 million in annual sales.

Launched the interactive department at a Minneapolis design firm. Clients included 3M, Microsoft, and the Minnesota Vikings.

Began his digital career as a pioneering web designer at CBS, helping launch the original CBS News and CBS Television websites and bringing CBS's Campaign '96 election coverage online.