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TL;DR: work samples | resumé | callmeismael2@gmail.com

I lead design organizations that deliver measurable impact at massive scale.

Currently, I’m Sr. Director of Product Design at NBCUniversal, where I’m exploring AI-powered personalization strategies for 100M+ users across Peacock, NOW, Sky Showtime, and Showmax. Recently, I partnered with Apple to design multi-tier bundle offerings that now drive 40% of our paid-to-paid upgrades.

Over 25 years, I’ve learned that exceptional design leadership requires three things: strategic vision, operational excellence, and the courage to build for the future.

Strategic Vision

At AB InBev, I led design and product teams for commerce experiences that generated $38B+ in GMV. By implementing ML-driven recommendations and systematic UX optimization, we increased sales by 35%, improved conversion speed by 44%, and drove our Baymard Institute rating from 10.3 to 81.5, outperforming major tech competitors.

The work required more than great design, it required building the right systems and team to execute at scale.

Operational Excellence

I scaled AB InBev’s design organization from 4 to 100+ practitioners across 3 continents while launching 15+ applications from 0 to 1. To increase team velocity, I implemented AI-powered workflows across design, research, and content teams, experimenting early with tools like ChatGPT to streamline operations.

I also created the HEXA Design System, which started as a BEES initiative and evolved to become the enterprise-wide standard across all AB InBev applications, replacing fragmented legacy libraries while reducing technical debt by 30%.

Building for the Future

I believe the next era of design leadership will be defined by how we integrate AI into both our products and our processes. At Peacock, I’m actively exploring how AI can personalize user journeys at scale. Outside of work, I build side projects using Claude, ChatGPT, and 11Labs to develop hands-on understanding of how LLMs can enhance design thinking.

I’m drawn to complex problems that sit at the intersection of design, product, technology, and business, where the right solution can drive meaningful impact for millions of users.

I’m currently exploring opportunities where I can leverage my experience scaling design organizations, implementing AI-powered strategies, and delivering products at FAANG-level scale.