Story
I joined Alibaba.com in 2009 when the U.S. team was about 30 people. It was early in my career and early in the company’s push into the American market. There was no established brand playbook for the U.S., no design system, and no dedicated marketing website. The work was figuring out what the brand needed to be in a market that barely knew the company existed.
Over the next 15 years, I grew from designer into the lead, taking on more ownership with each new chapter. I built brand guidelines that shaped visual identity across 3 regions, directed campaign creative for global markets including the Americas, EMEA, and APAC, launched content platforms that drove organic growth, and designed seller acquisition websites for the U.S. and Mexico markets from the ground up. Each project came with constraints nobody had planned for and problems that didn’t have obvious answers.
Before the 2024 restructuring, I owned design, development, SEO, and content strategy for Alibaba.com USA. When most of the team was eliminated, I took on writing content, managing email, and social media scheduling on top of everything I was already running. The site held its traffic and hit its targets through all of it. That chapter changed how I think about my own role. Not as someone who delivers work, but as someone who owns what happens after it ships.
The work, measured
4x
Traffic growth, U.S. market year one
15x
Organic search growth, U.S. market
900%+
Lead growth, Mexico market launch
400M+
Impressions, first global brand campaign
2M+
Video views, CES 2018 live streaming
90%+
SEO health score, Ahrefs site audit
Where I focus
Brand Design
Identity systems, brand guidelines, and visual direction built to work across global markets and multiple channels.
UX and Web Design
Full-funnel digital experiences spanning information architecture, UX design, and visual design built for acquisition and conversion.
Campaign Design
Integrated campaign creative for paid social, email, and cross-channel marketing programs tied to measurable outcomes.
Experiential Design
Trade show booth experiences, event design, and live broadcast production at national and international scale.
Content and SEO
Organic content strategy, SEO optimization, and editorial planning that drives traffic and converts high-intent audiences.
Creative Direction
Visual vision-setting and creative oversight across brand, campaign, and digital experience work for global markets.
Behind the work
Design doesn’t happen on screen alone. These are some of the places, people, and moments that shaped the work.
How I think
“Design isn’t about making things pretty. It’s about making things work. Most of what I’ve built started from zero, with constraints I couldn’t control and problems nobody had fully defined yet. That’s where the real decisions happen. Not in ideal conditions, but in the gap between what you want to build and what you actually can.”
What’s next
I’m open to senior design leadership roles across brand, UX, digital experience, and performance marketing design. If you’re building a team that needs someone who thinks across disciplines and owns outcomes, I’d like to hear from you.