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Director of Product (TopFloor, Gumhouse Inc)

July 2012—Current

As Head of Product, I worked with a core team of engineers to launch our flagship e-commerce website, TopFloor, from concept to finish within 2 months.

This has included defining all aspects of the website through collaborations with the leadership team, documentation product direction, production of balsamiq wire frames and UI design deliverables.

Responsibilities included product specification, market research, wire framing, interaction and interface design, definition of social tactics for generating awareness and traffic.

Product Manager (Social Gaming Network)

Janary 2011—July 2012

As the lead Product Manager for the MindJolt Facebook app, I worked across teams to define the products roadmap, conduct AB tests, launch new features and utilize analytics for insight into user behavior and usage patterns.

Responsibilities included working with a designer to define and deliver UI and HTML prototypes, directing the engineering team through prioritization and product definition, building on and around the Facebook platform and measuring success through analytics tools and database queries as needed.

Senior Staff Product Manager (MySpace)

August 2009—January 2011

I worked with a team of desingers and software engineers to launch new communication tool and update existing ones. This effort included the addition of photo, video and link sharing options via the status update tool and updates to link sharing tools with the development of a sharing bookmarklet and distributed sharing widgets.

As part of the full relaunch of Myspace, I also oversaw the roll out of an updated website navigation and a streamlined registration process that reduced the total steps from 11 to 3.

Senior Designer (Tsavo Media)

October 2008—August 2009

As the Senior Designer, I worked closely with the VP of Product & Design, Director of Content and Dev. teams to concept, design, and release a network of publishing properties targeted towards various online demographics. Once released, I continued to update and evolve these sites based on research and internal feedback as well as managing the daily workflow of our photo editor.

I was also the lead designer on our Daymix Network site ( which acts as a search portal and the front door to our portfolio of sites.

Senior Web Designer (Spotrunner)

April 2008—October 2008

As a Senior Web Designer at Spot Runner, I was involved in the concepting and design of several advertising media & campaign management tools. Collaborating with product managers, information architects and front–end developers, I created functional prototypes which are being used for client demos, planning future development and solving existing UI problems. I have also designed portals targeted towards the jewelry industry and other advertising partners.

Senior Designer (Ticketmaster)

August 2005—April 2008

In the Senior Designer role at Ticketmaster, I designed two of the latest user driven products, the MyTicketmaster and the Customize My Alerts pages. My roles on these projects included designing the layout grid, interface and user interaction.

Working closely with a team of front-end & back-end developers, we user-tested and released products which now provide a richer user experience on the Ticketmaster website.

I also re-designed the weekly email TicketAlert that is sent to over one million subscribers nationwide. This redesign presents a clean and more organized email alert that packs in a lot more information than before and features a more user-friendly event calendar.

Other projects include branding of the “Game On” corporate leadership conference, designing custom splash pages for seasonal promotions, and created marketing banners to promote shows and events on our site.

Owner/Web & Print Designer (

August 2003—Present

I have designed & built websites, created logos, music packaging and marketing materials for clients in Los Angeles, San Francisco, New York, Chicago and Portland.

These opportunities have not only allowed me to develop as a designer but also help me learn the best way to convey my clients’ message.

Project Manager (

June 2002—August 2004

After 3 months as a production artist on the Bonneville Power Administration contract project, I was promoted to supervise a team and oversee the completion and final delivery of 10,000 digitized engineering drawing.

My responsibilities included scheduling pick-up and drop-off appointments with the client, keeping track of hours, quality assurance, training employees and weekly reporting.

Production Artist (

March 2002—June 2002

I was hired to digitize and archive hand-drawn engineering maps for the Bonneville Power Administration. After quickly learning how to operate Bentley Microstation (a software similar to Autocad), I was able to scan & restore drawings dating as far back as 1930, to later be used by engineers working in the field.



Adobe Creative Suite, Macromedia Flash, OmniGraffle Pro, BBEdit & MS Office

Coding Languages

XHTML & CSS with some Actionscript, Javascript, AJAX & PHP

Operating Systems

Mac OS X (preferred), Windows XP


Virginia Commonwealth Univ.

Bachelor of Fine arts
Communication Arts & Design (major)
Photography (minor)

UCLA Extension

Intro to Macromedia Flash MX
Focus on Action Scripting



Information Architecture and Typography, UI, Social Networking, New Media & Flickr


Music, Painting, Street Art, Hiking, Photography, Graphic Design, Furniture Design, Modern Architecture & beauty


Ever since I can remember, I’ve been curious about the world around me and where I fit in it. Whether I was trying to construct a vending machine from a cardboard box or staring at clouds for hours on end, I was always a curious child in search for answers.

Fate would have it that after spending my first 13 years in Ethiopia, my family migrated to the US to start a new life and things haven’t been the same since.

As a teen in a new country, the same curiosity from my childhood helped me to quickly adapt to my new reality. Having escaped my youth unscathed, those same skills now push me to learn new ways to communicate with those around me.

I’m a fan of typography, art, color, humor, science, photography and music and I’m pleased to have found a career in design that allows me to combine them all. My work is my play and my play is my work.

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