SYSTEM // ACTIVE v3.2 / 2026 SF · LV · REMOTE
CURRENT // DIRECTOR OF DESIGN @ ANYROAD RESPONSE // <24h
Director of Design · AnyRoad · 2026

Turning ambitious experience ideas into scalable systems.

I lead design where brand, product, and live experience meet. Background spans product, brand, UX, and research. Currently directing design at AnyRoad, scaling work across an experiential platform serving hundreds of brands and a premium loyalty ecosystem now powering 20+ programs.

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Years in design
10+
Senior IC through design leadership across product, brand, and experience.
At AnyRoad
7y
Senior PD → Staff PD → Design Manager → Director of Design.
Collaborations
200+
Across enterprise tech, spirits, retail, sports, pharma, and consumer brands.
Programs designed
20+
Loyalty programs led from strategy to launch.
Selected work · 2023 → 2026

Three case studies.

Featured stories across membership ecosystems, fan experience, and product UX. More case studies in progress, with unlock-on-request available for sensitive client work.
— 01 / Ecosystem 2023 → present

From one-off launches to a premium membership ecosystem powering 20+ programs.

Led the design and architecture that turned a custom loyalty product into a repeatable system. Now powers 20+ membership programs across member journeys, brand expression, live events, allocated releases, and the operational backbone that holds it all together.

Brands
20+ scaled
Surface
Ecosystem
Role
Design Director
StrategyService DesignUXBrand SystemsOperations
Read the case study →
Lifetime Loyalty: premium membership ecosystem
Lifetime Loyalty · 2023 to present
— 02 / Experience 2025

A fan acquisition system that turned LALIGA watch parties into LL12 members.

Led design across the LL12 x LALIGA partnership: the El Partidazo public watch party series, the NYC launch event with LALIGA legends, member-only meetups, and the brand, merch, acquisition, and digital systems behind it.

Members
11,786 enrolled
Reach
14 cities · 65 events
Role
Design Director
BrandIdentityLive EventsAcquisitionApp
Read the case study →
LL12 x LALIGA: official LALIGA club for North American fans
LL12 x LALIGA · 2025
— 03 / Platform 2019 → present

Designing across an entire experiential marketing platform.

Seven years at AnyRoad, IC to Director. Design lead across five product surfaces: Experience Manager, Guest Experience, Atlas Insights, AnyRoad Live, and Lifetime Loyalty. Powering branded experiences for global customers like Diageo, Anheuser-Busch, Ben & Jerry's, and Sierra Nevada.

Reach
90+ countries
Bookings
1.3M+ / year
Role
Director of Design
Platform DesignEnterprise UXDesign LeadershipAI / ML UX
Read the case study →
SYS_03.ANYROAD_PLATFORM
ANYROAD
Full platform · AnyRoad
How I work · Three habits

The short version of the philosophy behind the work.

A design director's job isn't to make every decision. It's to make sure the right decisions get made. These three habits are how I try to do that.
— 01

Start at the system, not the screen.

Most premium experience problems aren't UI problems. They're operating model problems. I begin with the journey, the operations, and the business logic. Then I design the layers that make it real.

— 02

Design what's actually buildable.

Fluent in Figma, Sketch, and Adobe. Hands-on across the no-code and low-code stack: Webflow, Memberstack, Stripe, Vercel, Supabase, Zapier, and whatever else gets the program shipped. Comfortable in HTML and CSS. Knowing how things actually ship keeps the work honest. If it can't ship, it isn't a design.

— 03

Lead the team, then close the gaps.

I lead a multidisciplinary team across product, brand, and research. In a lean environment, I also stay close to the work. I write copy, prototype flows, and ship details when it matters.

Selected client roster

A collective of clients across spirits, retail, tech, sports, and SaaS.

Spanning AnyRoad, agency engagements, and direct collaborations across the past decade.
L. N.
About

A design leader who's comfortable setting strategy and getting close to the work.

I lead design at AnyRoad, a Series B SaaS company in the experiential marketing, data, and premium loyalty space. My team and I work across the AnyRoad platform, B-Side, and Lifetime Loyalty, where we've scaled premium membership across 20+ programs.

My work usually sits in the space between strategy and execution. Defining the system. Shaping the customer journey. Aligning the team. Getting the details right. I'm especially interested in digital experiences that connect to real-world behavior, from membership programs and live events to internal tools and customer data platforms.

I lead with structure, taste, and high-EQ collaboration. I'm comfortable setting direction, and I know when to get close to the work.

Read the longer version →
Contact

Building something premium, complex, or worth doing right?

Open to Director, Head of Design, and Staff/Principal IC conversations