Driving Seamless CX at Scale Through Creative Leadership and Strategy

Brought in as Creative Director on a complex CX Strategy engagement for WEX, I led a cross-functional team tasked with reimagining how customer experiences could be delivered at scale through automation, data, and human-centered design. When the project began to veer off track largely due to misaligned expectations and client feedback that they weren’t being heard, I stepped in to recalibrate both internal and client teams. Through transparent communication and quick, actionable pivots, we rebuilt trust and prevented escalation.

Our approach followed a rigorous five-phase methodology (Frame, Learn, Sensemake, Prioritize, and Playbook Development), which combined stakeholder interviews, ethnographic research, and MarTech audits to uncover customer pain points and automation gaps. This structure allowed us to move from broad exploration to focused, actionable strategy rooted in customer behavior and business value.

From kickoff to playbook delivery, I ensured every deliverable reflected the polish and precision of the WEX brand while being visually cohesive, strategically sound, and presentation-ready. Our work centered around a bold but grounded vision: unifying fragmented data and touch points to automate meaningful customer engagement across the full journey. We moved beyond marketing-led efforts and toward behavior-based messaging that could react in real time to how customers interact across WEX’s platforms.

In the final phase, my team and I designed three interactive prototypes that brought automation concepts to life. These included personalized onboarding, cost-saving recommendations via dynamic email, and incentivized data capture. All were grounded in user insight and built for scale. The resulting CX Playbook provided a phased roadmap to guide WEX into a more connected, customer-first future through quick wins, scaled automations, and transformational efforts.

Deliverables
CX Strategy, Design Prototypes, Dynamic Email, Presentation Design,

Project
Creative Direction, Copywriting, Art Direction, Consulting Leadership, Project Management