Lead end-to-end UX for DTC eCommerce and subscription experiences, conducting user research, creating flows, wireframes, prototypes, and high-fidelity designs. Drive conversion and retention through CRO, analytics, and A/B testing. Build and maintain design systems, collaborate with engineering and marketing, mentor designers, and own projects from concept to execution.

Lead conversion rate optimization across the full DTC ecommerce funnel: build landing pages in Replo, develop and run A/B tests, analyze results with GA4/Triple Whale/Hotjar, define hypotheses and KPIs, optimize post-purchase flows (upsells, order bumps, email capture), document learnings, and continuously improve funnel performance.