Hi there, I'm Sam

Like all designers, I still push some pixels, and throughly enjoy doing it. But, as the Lead Designer, my job is more about crafting strategies that align business opportunities with customer pain points. For the past 4 years, I've been an integral business partner focused on primarily on Growth, and successfully helping organizations increase both their customer base, and their conversion rates.

I currently work for Zoro, a B2B e-commerce site with more than 14 million products to shop. And, with a selection size that large, there are a lot of opportunities to increase our sales metrics and attract new customers. Initially, my focus was on identifying product categories with big growth potential and improving shopability within the category to increase order values.

2024 was a year focused almost solely on strategic thinking around the way we handle onsite marketing and promotions. I was selected to lead two teams to help the selection process of a Promo Engine and a new CMS, and getting those integrated into our company technology stack. It was a major task and transition.

2025 is a year focused on implementing all of the strategies we've spent the past year defining, focus grouping, and researching. There are big things happening and I can't wait to share them with you.