Alexa C.

Sr. Design Lead

Jul 2023 - Present • 3 yrs

Led generative AI adoption across the design team, driving internal pilots and advancing AI maturity through the AI x Creative Accelerator while delivering AI-powered UX prototypes to senior leadership — securing 2nd place at Experiment Days within a 1,200+ person organisation. Built and embedded a structured UX research and experimentation framework, securing leadership buy-in for tool adoption and increasing design decision efficiency by 40% through data-driven validation. Scaled UX capability and standards organisation-wide, mentoring over five visual designers into UX roles and embedding accessibility into Amazon-wide UX design standards through the Bar Raisers in Training programme, enabling European Accessibility Act compliance across product initiatives.

Design Lead

Apr 2020 - Jul 2023 • 3 yrs 3 mos

Directed global Alexa campaigns across EMEA and APAC, delivering illustrations, storefronts, and end-to-end videos, while mentoring 10+ designers to master the Alexa branding system. Strengthened the team’s creative roadmap by optimising Design Ops intake, guiding designers on cross-regional collaboration, revitalising internal design programmes and events, and growing the Amazon EU Design Community from 200 to 300+ members. Built a monthly audit system, co-created the “Basic-Good-Great” framework to raise visual accessibility output from 80% to 95% across three organisations, and co-launched the company- wide accessibility portal to embed inclusive design practices.

Visual Designer

Dec 2017 - Apr 2020 • 2 yrs 4 mos

Delivered retail category pages, illustrations, storyboards, motion graphics, design identity, and concept art for internal initiatives, supporting early-stage visual storytelling and high-profile projects including the Alexa stand at IFA 2019, CES 2019, and Prime Day landing pages. Coordinated 47 designers across Romania, China, and India, as well as external agencies, while leveraging Design Ops, creative direction, and human-centred design principles to implement automated workflows, driving global efficiency, consistency, and quality in design outputs.