Skip to main content          919.607.1902       Wilmington, NC       

Specializing in turning ambiguity to actionable innovation by defining the right problems to solve —and leading creative vision that compels people to action.

People First, Product Second.

As a challenge-the-status-quo, ‘connect the dots’, impact-driven creative leader with over 20 years experience in agency creative and globally distributed experience design & product design teams, my goal is steadfast to lead with human-centered empathy and create meaningful connections for people, products and brands— no matter the medium.

Unique Acumen.

Marketing / Ad Agency Creative + Enterprise Consulting Firm Acumen + Technology Company Innovation

A unique combination of: traditional digital agency creative and emotional storytelling, robust technology and digital product knowledge (embedded in product teams at Microsoft and other Fortune 500 companies), and a deep acumen of business growth strategies —leading Experience Design at the world’s largest consulting firm.

What I bring to the table

  • 20+ years industry experience in the field of Creative/ Marketing/UX/Product Design leading large and small cross-functional teams in product, innovation, marketing and engineering to design excellence from ideation to delivery with impact at scale
  • Persuasive storytelling narratives and presentations that bring others along on the vision
  • Proven track record of translating business objectives into actionable analysis with a creative mindset
  • Bias to action and prioritization in the face of competing stakeholder priorities within fast paced environments
  • Passion for driving future-proof strategies that anticipate and embrace emerging trends and innovations for competitiveness in an ever-evolving market landscape — including strategy tactics for design and AI
  • Program-building that fosters a culture of innovation across SME domains
  • Management, mentorship, recruitment and growth of diverse, cross-functional design teams, including managers and leaders
  • Design Ops expertise in optimizing and scaling a design services organization end-to-end—while connecting talent to process and fostering community
  • Deep, hands-on domain knowledge with leading design methodologies and tools, including Adobe Creative Suite, Figma, and other design platforms
  • Orchestration of external and internal partnerships to enhance and accelerate design roadmaps

Core Competencies

Creative strategy
product innovation
digital marketing strategy and implementation
brand development and management
concept / campaign design
UX / HCD experience design
design systems
user research
personas and journey mapping
audio composition
3D modeling
AI Design Processes

Team leadership & inspiration, career growth and mentorship, design ops transformation and ongoing optimization, cross-disciplinary stakeholder design education

Creative strategy
product innovation
digital marketing strategy and implementation
brand development and management
concept / campaign design
UX / HCD experience design
design systems
user research
personas and journey mapping
audio composition
3D modeling
AI Design Processes


Executive Creative Director, Experience Design
Avanade / Accenture       2/2019 – 2/2024

  • Set the bar and roadmap for creative strategy, product innovation and user experience for the 200+ person, cross-disciplinary North America Experience Design team: visual design, UX, product, motion, content strategy, marketing, tech innovation, software engineering, and sales
  • Led the ‘north star’ creative vision for connected, personalized, end-to-end experiences across physical and digital products for multiple global companies in various market sectors — leveraging creative strategies fueled by data insights and human-centric design goals.
  • Strategized with Fortune 500 companies at both the C-Suite and product team levels—to deliver enterprise-wide, scalable digital experiences on a wide-range of projects in Customer Experience (CX), Data & AI, and Workplace Experience (WX)
  • Defined and facilitated workshops for C-Suite, global client stakeholders, and internal stakeholders as a Certified Luma Facilitator in Design Thinking
    Grew and nutured the experience design talent headcount during the Covid pandemic, and developed career path roadmaps for the different practices (visual, UX, content)


  • Partnered with Accenture on their GTM product and strategies in sales opportunities
  • Worked closely with the internal Microsoft GTM product team to help humanize and customize their ‘out of the box’ offerings for client branded consistency, UX customization, and accessibility
  • Partnered with software/ product team MVPs on creative and roadmap strategy, scope of work, team staffing models, and delivery excellence standards
  • Developed XD Business Accelerators to be used by clients and Avanade and Accenture’s business development team (ie. heuristic assessments, personalization primers, persona and journey frameworks)
  • Authored and piloted an internal persuasive storytelling curriculum, which became part of the onboarding and L&D program for over 30K employees
  • Led creative on Accenture Interactive’s largest digital marketing transformation deal ($172M), co-building their repeatable End-to-End Services Transformation Delivery Model and scoping a 5 year transformation deal with Microsoft Digital Marketing: including global staffing and team models, defining ops models, workflows, and running operations for Accenture’s Content and Design Studios— a team of 40 content strategists, designers, product, martech, experimentation, and tech


Reconstructed the North America Design Ops model for the internal UX and product team; (then used this model as a new service offering to sell to Avanade’s Fortune 500 clients needing product team transformations).

  • Assessed and developed new benchmarks for Design Maturity and Experience Design KPIs —continuously improving quality of work, methods, techniques, skill gaps, and evaluation criteria.
  • Authored and produced a global XD Innovation Speaker Series, called Dare 2 Disrupt — Scaling creativity across the business and propagating bold, innovative thinking — bringing in industry-leader insights from Sangya Singh, Director of Innovation at Microsoft; and Vivienne Ming, a leader in cognitive neuroscience / AI, and others
  • Transformed creative culture (silos / processes / mindsets) remotely during the pandemic to inspire and empower growth: co-creating 12+ internal innovation incubators and cross-disciplinary program initiatives still in practice
  • Established XD’s AI creative workflow processes — implementing new technologies and optimizing time to value

Principal / Creative Director
Petrie Creative      Raleigh, NC     2004 – 2018
Strategic branding, creative direction, integrated marketing, UI / UX design and design services for higher education, disruptive technologies, remotely distributed teams, SaaS companies, and start-ups. Worked as a creative strategy consultant for agencies and technology companies on XD and branding best practice integration, as well as team leadership for their in-house departments.

Buildcoin Foundation, NC State University, Golden Corral, Phononic, ViiMed, Duke University, Triangle AMA
McKinney, Walk West, T3 Advertising, Howard Merrell, Rella:Cowan, Mellonaid, Drumroll Media


BuildCoin Foundation  2018
Identity, branding, infographics and website for this emerging cryptocurrency and blockchain non-profit, domiciled out of Zug, Switzerland, whose aim is to accelerate strategic infrastructure and construction projects globally. Led creative, research, strategy and design for the foundation’s partner companies (CG/LA and OpCenter) and their marketing teams. Established brand and product trust in an unproven market space —which resulted in a partnership with the government of Sao Paulo, Brazil to complete feasibility studies for lighting projects in 30+ municipalities.

ViiMed (SaaS) Company Rebrand 2017
Worked remotely with the ViiMed marketing team in Washington D.C. to rebrand and relaunch their identity, create a comprehensive brand guide, and redesign digital and printed marketing materials and visual design for their SaaS product release —in preparation for their next round of funding.

Consultant — Creative & UX Strategy
Walk West Marketing      Raleigh, NC     2017
Creative Strategy Lead for XD, research and creative direction on digital branding / UX— competitive research and feasibility of solutions, authoring creative briefs and strategy documents, client meetings, creative presentations, hands-on design in Sketch, UI prototyping, copywriting, and mentorship of the design and UX team members.

InMotionNow (SaaS)   Creative Strategy / Website Rebrand / Product UX
Hands-on UI/UX design and production with a strategy shift to personalization of user-paths and product relevance to personas. Conducted a full competitive analysis, established brand visual concepts and streamlined messaging. Two months after launch: 43% increase in organic referrals, 11% increase in session duration, 11% increase in conversion KPIs, 6.6% decrease in bounce rate.

Fayetteville Tech (HigherEd)   Creative Strategy / Website Rebrand / 2017-18
Creative Direction, strategy briefs on redefining the online experience / messaging of ‘community college’ for this 45K student enrolled school. Rebrand and website design focused on personalization of persona pathways, increased engagement. 

 FTCC creative brief      FTCC User-guided Strategy

Acting Creative Director
Mellonaid Agency     Raleigh, NC     2013 – 2015
Head of Creative — leading strategic vision, development and management of creative department process and strategy. Rebranded and relaunched the agency’s identity, brand esthetic, visual language and messaging. Early adopter of Sketch app and Sketch on-boarding into their prototyping and UI process. Sector focus on disruptive technologies, product naming, and start-ups for Phononic, MedFusion, Rex Healthcare, and Stop Hunger Now.

Phononic (Product) Software / Hardware Product Launch
Creative direction and design of launch marketing materials, company brand standards, and UI software / hardware interfacing for this disruptive technology company.

Senior Interactive Art Director
T3 Advertising (now Material)
2003 – 2004 Onsite in Austin, TX
2004 – 2006 Remotely for NYC Office
Leading and managing national multi-channel digital campaigns, and advertising projects at a large, fast-paced agency environment for Dell SMB, Ingenix / i3 Research, JC Penney, Universal Studios Florida, Courtyard Marriott, and the Wall Street Journal.

Dell SMB (Small to Medium Business)
Led the account for Dell’s SMB global digital advertising campaigns online. Redefined their global product photography library, and worked with the development team to push the boundaries of new media with flash and cross-talk digital ads.

Courtyard Marriott
Worked remotely with the NYC office on gameplay design and UX for a microsite that targeted business class engagement.

Wall Street Journal
Execution of the WSJ’s “Every Journey Needs a Journal” campaign into engaging interactive digital ads.

industry involvement

AIGA Austin and Raleigh-Durham   /   Triangle AMA: High Five Conference Creative Director & Advisory Board Member   /   AAF   /   IXDA   /   Pictoplasma   /   Medium Writer   / Staff Writer


2000 – 2016
Local & Regional District ADDY
Silver & Bronze ADDY
HOW Magazine, Self-Promotional
National Citation of Excellence ADDY
How Magazine, Self Promotional Issue
Print Magazine, Regional Design Annual
10th District ADDY
Local Gold ADDY


University of Texas at Austin
B.F.A. in Design 1996, Magna Cum Laude, GPA 3.9

Luma Institute Certified Practitioner of Human-Centered Design –  July 2019

My Sites

Strategy Documents & Agency Work
Illustration          919.607.1902       Raleigh, NC        Download PDF
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Integrated human-centered creative with a passion for creating exceptional brand product experiences with compelling storytelling.

© Petrie Creative, All rights reserved.