profile

Relentlessly customer focused, results-driven, data-driven, experience design strategist and leader. Professionally recognized for speed and agility designing, launching and staffing successful experience research, design and devops programs for software and tech businesses that highly value the business impact of differentiated frictionless customer experience. These programs are delivering game-changing, innovative experiences with measurable world-wide business growth impact. Through UX/CX democratization, these programs have also created a net-effect of employee customer focus, VoC analytics and insight sharing. Leads teams to holistically research and design entire experience from micro-UX to macro-CX considering cohesion and signature moments of all customer journey touchpoints with the brand.

Extensive international practice, augmented with top-tier executive education. Inspires, motivates and pragmatically integrates user-centered design to achieve business targets and delight customers. Applies business acumen while working closely with executive teams on “what’s next.” Career spans cross-industry B2B enterprise software ISV’s primarily in Product Lifecycle Management (PLM), and Automation. Working at the intersection of “OT and IT,” helping customers with digital transformation of CX along their value chains.

Accountable for multi-million USD CAPEX and OPEX budgets along with globally distributed people and other resources. Track record of contributing measurable increases in NPS, CSAT and Sales growth, while accelerating UX/CX investment payback and IRR. Consistent high employee engagement ratings and talent acquisition from top-tier design and research programs in NA, EUR and APAC.

Goal

Senior customer focused leadership role with a business that truly values and prioritizes their customers’ experience. To catalyze disruptive innovation while cultivating talents of high-performing global team. Deliver delightful connected experiences to successfully monetize integrated mobile, on-line, and cloud-based software, products, and services. Unlock digital transformation value with new business models.

Humbly not enamoured with titles, but with measurable results and how they are achieved with world-class teams. Ideal positions may be described as: chief experience officer, chief customer officer, chief design officer, SVP, Head, or managing director of CX/UX Research and Design, or CMO depending on your business. Possibly a new function for your business which we will successfully design and launch together. Passion is cultivating a culture where all employees have the mindset, skill set and toolset to consistently delight customers.

Persona

Exceptional communicator excels in cross-cultural collaboration. Creatively explores all facets of a problem with right-brain and left-brain fluidity. Develops vision and strategy. Pragmatically executes with entrepreneurial speed and agility. Enthusiastically evangelizes to build understanding and gain adoption, since often these concepts are new. Unifies design, product management, software engineering, marketing and sales with customer empathy. Leads operationally excellent teams with OKR’s to effectively drive priority KPIs and focus.

career summary

Successfully leading multidisciplinary design teams to develop future solutions spanning early stage and Fortune 50 businesses in PLM, automation, healthcare, and CX/UX operations software for; ABB, Autodesk, B-Line Medical, W4C, Alucid Solution, ThoughtForm Design, General Electric, Rockwell Automation, Rockwell Software, SDRC (UGS/ Siemens PLM), and Westinghouse. M&A Integration. Excellent business impact with measurable results. Thought leader frequently sharing insights at global conferences on Experience Design Leadership, IoT, IT-OT Convergence, and Innovation.

enterprise software Products ux/cx launched

The multi-discipline experience design teams I’ve led shaped the design language and UX/CX for these 24 enterprise cloud web, mobile and connected desktop software solutions. We concurrently built tools optimizing operational excellence and impact for research, design, and VoC analytics, creating a global net-effect of customer focus and insight sharing across businesses.

ABB | ACE Digital Innovation Kit - ACE ABB Ability™ Solutions - ACE Digital Delta - ACE Value Drivers - ACE Tech Disruptors - ACE Industry Focus (Value Chains) - ACE AR Smart Pucks - ABB Ability™ Solution Catalog

Autodesk | Inventor - Product Design Suite - Factory Design Suite - Fusion 360 - CAM 360 - Manufacturing Marketplace App Store - Total Experience & Analytics Platform

SDRC (Siemens PLM Software) | I-DEAS Integrated Design and Engineering Analysis Suite (Siemens NX) - Metaphase Team Center (Siemens Teamcenter NX)

Rockwell Automation | Rockwell Software FactoryTalk - RSView - RSLogix - RSLinx - RSBizware - PanelBuilder - PanelView

Education

BA, Industrial Design, Carnegie Mellon University. (1984)

  • Leadership Programs, ABB. (2017-2019)

  • Leadership Programs, Autodesk. (2010-2017)

  • Strategic Marketing Management, Harvard Business School. (2003)

  • Customer Centric Selling, Customer Centric Systems, LLC. (2002, 2004)

  • Client Centric Solution Marketing, IT Services Marketing Association.(2003)

  • General Management Programs, Rockwell Leadership Institute. (1999-2002)

  • General Management Programs, GE. (1989-1992)

Performance + Results

Rockwell automation | february 2021 - present | global head customer experience CoE | Pittsburgh, PA

Global Head Customer Experience Center of Excellence (CoE) | October 2023 - Present

Lead the Customer Experience (CX) Center of Excellence (CoE) within the recently formed Enterprise Customer Experience Function.

The Enterprise CX Center of Excellence Team is responsible for:

-Collaborating across the enterprise to define our end-to-end customer experience vision and strategy.

-Driving execution via outcome-based customer and partner journey management.

-Establishing critical milestones, KPI’s, roadmaps and business cases for investments.

- Leading identification of opportunities to innovate and differentiate the end-to-end CX and Partner Experience (PX)

-Elevating CX/PX capability maturity through the definition and federation of enterprise standards, processes and technology critical to a consistent and personalized customer/partner experience.

Measured on:

-Enterprise adoption of CX CoE standards into portfolio of Intelligent Device Hardware, Software, and Lifecycle Services solutions.

-Integration with our enterprise business systems/processes.

-CX strategy execution.

Global Head of Customer Experience | February 2021 - September 2023


Expanding Human Possibility. As the leader in Industrial Automation and Digital Transformation, Rockwell Automation has ambitious growth goals and is embarking on an enterprise digital transformation that encompasses the products and services it delivers, the business models associated with them, and the technologies and processes through which they are delivered to the market.

Reporting into the Chief Marketing Officer (CMO). Accountable for bringing a customer-obsession mindset to the global strategy and delivery of experiences Rockwell Automation provides for customers, partners, and employees. Simplifying customer experience to drive Core Revenue and Annual Recurring Revenue (ARR) Growth thereby increasing customer lifetime value. Elevating CX Capability Maturity thereby creating sustainable competitive advantage in global markets.

Designing, launching and leading a new multi-functional CX Center of Excellence (CoE) team that partners with worldwide leaders across the organization to plan how we create, transform, measure, and improve these experiences. Accountable for helping to rally the organization and develop a scalable customer experience practice.
Principal advocate for the customer within Rockwell Automation and responsible for uncovering and utilizing data about customer needs and goals to inform strategies, drive alignment, measure and guide execution.

ABB Group Ltd | July 2017 - january 2021 | group vice President customer experience innovation | zurich, switzerland

ABB is a $30 billion USD pioneering technology leader that works closely with utility, industry, transportation and infrastructure customers to write the future of industrial digitalization helping customer realize new business value.

As Group VP for Global Customer Experience & Innovation, I'm based at ABB’s worldwide headquarters in Zurich, Switzerland with the new ABB Digitalization Leadership Team in the office of the CDO.

Conceived, designed and launched a new global design-led digital innovation program to help unlock digitalization value through customer co-creation, illustrating the power of ABB Ability™ Microsoft Azure based solutions.

With an entrepreneurial start-up mindset, established a new industry CX benchmark for measurable customer engagement blurring OT and IT boundaries, enabling customers to immersively experience and understand the business value of disruptive tech for their specific industry 4.0 smart energy, smart manufacturing and smart city applications. Employing tech disruptors like AI/ML, Mixed Reality/AR/VR, Cybersecurity, Blockchain, Robotics and many more. Worldwide replication and scaling underway through modular reusable software apps and "living" digital and physical building blocks. Took a “software first” approach with the program to complement and respect the traditional “hardware first” showrooms. Proven approach enables rapid replication and scaling via 6 connected apps and immersive experiences designed, developed and launched to date. These are used for sales, partner co-sell, and customer-facing engagements beyond brick and mortar showrooms, anywhere, anytime. Enables real-time capture and sharing of rich customer insights and analytics.

Accountable for multi-million USD CAPEX and OPEX budgets and steward of globally distributed team members and resources. Proven track record of quickly contributing measurable increases in NPS, CSAT, CXO engagement, and sales opportunity value, while exceeding KPI targets and accelerating IRR. 3X YoY sales opportunity value achieved since program launch.

ABB Ability™ is a unified, cross-industry digital offering — extending from device to edge to cloud with devices, systems, solutions, services and a platform that enable our customers to know more, do more, do better, together. ABB Ability connects customers to the power of the Industrial Internet of Things and, through our services and deep OT-IT expertise, turns data insights into the direct action that "closes the loop" and generates customer value in the physical world.

Autodesk | July 2010 - Feb 2017 | Experience Design LeAD | Portland, OR

Autodesk makes software for people who make things. Helping people imagine, design, and create a better world. Multiple leadership roles in UX and on divisional CTO team envisioning future solutions. As a change agent known for my cross-functional business acumen, I promoted transparency, established trust, mutual respect and strategic collaboration to create shared value.

During this tenure, my role was to design, staff and lead multi-discipline UX/CX Teams transitioning from mature to new emerging software product line groups. I advanced from Senior Manager UX | Inventor Product Design Suite Emerging Products & Technologies, to Senior Manager UX | Fusion 360 Product Line Group, to Senior Manager UX | Manufacturing Engineering Product Line Group, to Total UX Program Lead | Cloud Platform & Mobile Product Line Group, and then to the Global Head of Education Experiences Engagement.Led MFG UX Core Team, staffed UX teams for Fusion 360, Inventor, Factory Design, and CAM. Launched MFG App Store. Created Shanghai interaction design center of excellence to drive cohesion across the software portfolio, while greatly reducing the cost of interaction design assets.

  • Developed platform and tools to manage design cohesion across software portfolio.

  • Worked with CTO staff to create the “Future of Making Things” vision story and IoT scenarios.

  • Lead worldwide Education Experiences team of 36 full time, 67 contract designers, engineers, and interns located throughout the Americas, EMEA, and APAC. Manage $8.4M Budget. Partnered with most influential and respected Design Institutions to improve multi-disciplinary project-based design education.

  • Designed new Fusion 360 Design School GTM roadmap and CX in 2016 resulting in 308% YoY growth in use. 358% YoY growth in adoption. 771% YoY growth in engagement participation for new cloud offerings.

  • Created the “XSHOP” X Design + Innovation Studio and Total Experience + Analytics platform to improve CX for business model transition from perpetual license to cloud subscription.

Oregon Health & science university | dec 2013 - april 2015 | adjunct faculty, innovation | Portland, OR

Healthcare MBA Program, Division of Management. OHSU provides an uncommon array of services, from comprehensive healthcare, to educating next- gen clinicians, biomedical researchers, and achieving healthcare breakthroughs and innovations.

  • As adjunct faculty member, co-developed and taught Pioneering Healthcare Innovation in the OHSU Division of Management MBA Program. Students developed device and app concepts.

  • In 15 weeks we took 40 students through a new product development simulation by merging Design Thinking, Lean Business Model Canvas, X Design and Agile software methodologies.

  • After participating as a capstone innovation project panelist for several years, I accepted the invite to help redesign and co-instruct the course with a distinguished faculty member.

  • Why? I believe teaching healthcare leaders user-centered design methods will have a net-effect and lead to ongoing innovative solutions improving healthcare and patient safety. Teaching is a passion and opportunity to challenge myself, share cross-industry experience and learn from brilliant students and faculty. Several wearables and devices were pitched.

socius partners | Aug 2008 - july 2010  principal & consultanT | pittsburgh, pa                                 

Provided Design and Innovation leadership for:

  • B-Line Medical - Helped early stage business define opportunity and solutions for advancing patient safety through connected, in situ video-driven monitoring to improve clinical outcomes.

  • Crystalplex - Interim VP Design. Staffed virtual team. Launched 3 brands and e-commerce site.

  • Parker Hannifin - Designed brand strategy and business processes for executives.

  • W4C Ltd. - Co-founded mobile connected software start-up. Formed global strategic alliances.

  • Mogoes - Refined go-to-market model. Evangelist. Performed IP due diligence for travel app.

  • OPC Foundation - Provided branding, UX and go-to-market strategy consulting to President.

Carnegie Mellon University | School of Design| Aug 2007 - aug 2010 | adjunct faculty | pittsburgh, pa                         

Developed curriculum and taught course covering all aspects of professional designers working in 5 practice segments. Explored worldwide geographies and business cultures.

  • Students learned to formulate a plan for professional practice, market UX design and creative services, manage projects, and understand the legal and ethical issues associated with design practice. The course is required for all senior design majors.

  • The course addressed the changing roles of design professionals.

  • Visiting professionals, case studies, and supplementary readings provided resources for class discussion.

  • Worked closely with students to develop their personal GTM model to enable effective professional opportunity pursuit.

Alucid Solution| Sept 2007 - aug 2008 | interim president | atlanta, GA                               

One year project helping owner turn-around challenged 20 year old company delivering user experience software, labs, and services. Prepared for funding and growth. Returned lead to owner to execute exit.

  • Re-built all processes, staff, and infrastructure. Released delayed online remote Usability Testing software.

  • Provided UX consulting with consumer electronics and ISV clients in South Korea, EUR, and US.

  • Established metrics and controls. Reduced direct costs and grew top line revenue.

  • Created sales pipeline and high margin service contracts.

thoughtform design | jan 2005 - aug 2007 | Principal & Vice President | pittsburgh, pa                         

Helped lead reputable firm that designs brands, interactive media, print, packaging and exhibits. Hired by partners to help grow consultancy during challenging time (70+ employees reduced to 29 operating at reduced comp).

  • Key contributor in repositioning firm. Together, we launched new brand in 9 months.

  • Managed transition with 400 clients. Grew geographic footprint. Diversified portfolio.

  • Acquired clients in software, healthcare, pharma, medical device, and life sciences.

  • YoY CAGR exceeded 110% in 2005 and 2006. Increased staff 70%.

rockwell automation | 1999 - 2004 | director global ux & strategic marketing | cleveland, oh                           

Launched User Experience Team at Allen-Bradley, appointed to founding management team of Rockwell Software and recruited back by President to serve as Director Global Strategic Marketing,

  • Invented valuable brand "FactoryTalk" and “Design-Operate-Maintain” positioning of software portfolio.

  • Directed product marketing, strategic planning, user experience, translation, use case development, and user assistance resources across 9 international campuses.

  • Led software business strategy. Coordinated strategy integration with other BU’s. Developed customer value delivery roadmap. Executed strategic alliances and M&A.

  • Global evangelist helped close sales in Europe, US, Canada, and South Africa.

SDRC (UGS, Siemens PLM) |1996 - 1999 | manager user interaction MCAD + plm software | cincinnati, oh                           

# 4 global market share leader (at the time) in enterprise PLM software. Designed and led high performance team in the envisioning, design and prototyping of next generation PLM solutions.

  • Staffed function. Built 3 Usability Labs. Led “voice of customer” sessions at user group meetings. Increased customer productivity with software offerings.

  • Member 3 person team that led portfolio strategy activities for C-Level team.

rockwell software | 1992 - 1996 | UX Business unit leader | cleveland, oh                           

Founding management team at start-up division of Rockwell Automation. Accountable for worldwide marketing communications, events, branding, UX, and globalization. Consolidated branding and customer experience of 12 product lines resulting from 8 M&A’s.

  • Created “RS” brand platform including RockSoft, RSView, RSLogix, and RSLinx.

  • Spearheaded design and construction of industry’s first usability labs. Reduced support burden for key products by 27%.

GE | 1989 - 1992 Human Factors Project Engineer | cincinnati, oh                           

GE Aviation Maintainability Engineering group. 

  • Pioneered digital solids modeling 3D Maintenance Simulation using CAD. This entailed integrating 3D data driven mannequins of 5th percentile female and 95th percentile male into Boeing nacelle and GE Aircraft Engine 3D models.

  • Simulated physical assess envelopes, line of sight for visual inspection, and strength with the mannequins in shirt sleeve, arctic parka, and protective gear. This allowed us to increase design assessments and speed to market as these evaluations were previously completed with physical hardware prototypes that were manufactured.

  • My work was featured on the cover of many magazines and journals. GE Jet Service, GE Leading Edge and several international publications. Also presented at the SAE Pacific Aerospace and Technology Conference in Gifu, Japan.

westinghouse |1984-1989 | industrial design human factors engineer | baltimore, md                           

Integrated Logistics Support Division. Member of Human Factors + Industrial Design Team that provided consulting services to business units.

Associations

  • Design Management Institute

  • World Design Organization

  • IDSA

  • ACM SIGCHI

  • UX Professionals Association

  • Forrester CX Forum

awards

  • Autodesk CEO RSU Grant Awards

  • GE Design Achievement Award.

  • SDRC Mission and Values Program Award.

  • George Westinghouse Signature Award for Excellence.

Appointments

  • Adjunct | Oregon Health & Sciences University. “Pioneering Innovation” MBA Program. (2013-2015)

  • Adjunct | Carnegie Mellon. University School of Design. (2007-2010)

  • Board | MoGoes, LLC. (2008-2009)

  • Chair | MIT Enterprise Forum Pittsburgh. (2007-2009)

Community

  • Mentor | FIRST Robotics. (2010-2013)

  • Coach | Youth Athletic Associations. (1999-2012)

  • Graduate | Leadership Pittsburgh Class XXIII.(2006-2007)

  • Chairperson | Cleveland United Way Campaign. (2002, 2004)