What I do
I've spent my career creating the systems behind the work. The architecture, the dynamic standards, the shared language that lets great design scale without losing its soul.
Craft doesn't scale on its own. The real leverage is defining the rules, aligning the org, and building the platform that multiplies everyone's best judgment.
I lead close to the craft to be an effective strategic partner. I focus on hiring for judgment, removing blockers, and getting out of the way. This creates a high-ownership environment where teams look past the immediate task to design a better way forward.
The real measure isn't output. It's whether people will tell you something uncomfortable when it matters. That's the environment I build for.
It's been a journey
Every role has been a variation on the same problem: how do you make great design repeatable without making it generic? The companies changed. The problem didn't. Coming up through agencies and visual craft turned out to be the right foundation. You develop a feel for quality before you ever have to scale it.
2019 → Present
Netflix / Senior Manager, Design Systems
As a Leader / 2024 → Present
When I moved into management, I didn't leave the architecture behind. I scaled it. I lead two functions within Hawkins. Systems owns the reusable parts Consumer teams build from across TV, Mobile, Web, and Email. Standards translates foundational design decisions into enforceable guardrails.
The job is building the conditions for people to do the best work of their careers. When the team knows the why, they find a better how. I focus on coaching, guiding leaders and contributors toward the problems only they can solve, and staying honest about what the system needs to become.
Hawkins is a platform now. The work is encoding Netflix's craft as the authoritative foundation that scales across teams, tools, and agents.
As an Architect / 2019 → 2024
I pioneered our code-as-source-of-truth approach, serving as the design architect for the system supporting our Consumer business to automate and synchronize design tokens and assets across every platform. On the Enterprise side, I operated as a creative director to define the original design language and rollout of the system for over 150 products, bringing a cohesive Netflix brand sentiment to the enterprise ecosystem.
2016 → 2019
Spotify / Senior Product Designer
Led the creative strategy behind Spotify's Encore design system, helping establish the centralized team and operating model for design systems across the company. Design System Lead for the Web, focused on advertisers, growth, artists, labels and marketing.
Created, documented and delivered a unified set of guidelines, toolkits, and accessible components for Spotify web products across Consumer, Enterprise and Marketing. Art directed a design team for Spotify Premium seasonal and evergreen campaigns and integrated with our payment product team.
2015 → 2016
Square / Product Designer
Launched a beta for Online Store and built workflow optimizations for search and scan interaction patterns for Square Retail POS.
2013 → 2015
Amplify / Senior Visual Designer
Led design for Amplify Market to deliver content, lessons, and apps for teachers. Modernized our web and tablet visual direction and developed character animation system.
2011 → 2013
Barbarian / Designer
Worked with clients: GE, Bacardi, The Wall Street Journal, Bloomberg, Samsung, Facebook, Sears and Dos Equis.
Elsewhere
📍 Seattle, WA
Willow Glen, CA
Brooklyn, NY
I live in Seattle, WA with my wife and daughter, where we spend the days watching it rain and longing for summer. We're typically travelling the world in search of good food and good vibes.
I have a fairly large tattoo collection with a general theme of death and nature by artists Victor Webster, Ray Hauer, Erik Jacobsen, Damien Thorn, Hon Gak and Sue Jieven. One of my pieces by Ray even made it to the top page of Reddit.
I love a good sing along, but expect it to be with metal overtures. Here's a peek at what I'm currently listening to with a good friend, Tyce Clee: