OPTORO - Head of Design - BLINQ B2C Brand launch

My Role
Joined to safeguard UX/design quality with external vendors; quickly expanded into coaching, product innovation, program management, and customer research. Led an enterprise persona program: partnered across lines of business, ran deep research, defined six core personas, and rolled out company-wide enablement to drive adoption and proficiency.

Key Moments

• Vendor quality guardrails: Set UX review criteria and feedback loops to improve external deliverables.

• SMB experience initiative: Led discovery and concept validation; when re-prioritized, captured learnings into reusable artifacts.

• Enterprise personas (6): Interviewed/surveyed across LOBs; synthesized JTBD, pains/gains, decision drivers, and service expectations.

• Enablement program: Built a lightweight learning app; launched training with proficiency checks, playbooks, and persona-mapped sales collateral.

• Coaching & cadence: Mentored PMs/designers; ran critiques and discovery rhythms that increased clarity and speed.

Output

• 90%+ training completion on personas, creating a shared customer language across the company.

• Centralized sales materials aligned to persona intelligence, improving consistency from marketing through GTM.

• Faster prioritization alignment (less “who/why,” more “what/how”).

• Higher vendor quality and reduced rework via clear UX standards.

Work to Share
Due to confidentiality obligations, I can’t share artifacts publicly. I’m happy to walk through the approach live with redacted examples.