Open to opportunities

San Morales

@sanmorales

Strategic Product Design Director & CRO Specialist with 15+ years of experience scaling digital products in HealthTech, Fintech, and E-commerce.

Ecuador

Message

What I'm looking for

I’m looking for a remote leadership role (US time zones) where I can drive product vision, build design teams, and deliver measurable CRO and revenue growth.

I am a Product Design Director who speaks the language of business.

With over 15 years of experience, I don’t just design interfaces; I build design ecosystems that drive revenue, reduce churn, and optimize operational efficiency. I specialize in bridging the gap between creative vision and measurable business outcomes (ROI).

My Core Value Proposition:

🚀 Strategic Leadership: I have built and scaled UX departments from scratch (0 to 25+ people), establishing career ladders, Agile pods, and Design Ops workflows that reduce time-to-market.

📈 Data-Driven Growth (CRO): I leverage behavioral data to fix leaking funnels. Recently, I led a strategy that increased conversion rates by 300% in HealthTech industry.

🌎 Remote & Global: Based in Ecuador (US Time Zone aligned), I have successfully led remote teams and collaborated with US-based stakeholders to modernize digital products in E-commerce and SaaS.

Signature Skills:

• Design Operations (DesOps) & Systems

• Conversion Rate Optimization (CRO)

• Team Building & Mentorship

• SaaS & E-commerce Strategy

📩 Let's talk: smorales@sanmorales.com

Experience

Work history, roles, and key accomplishments

Director of UX/UI & Design

PureFormulas

Jul 2025 - Oct 2025 (3 months)

• Directed the UX/UI and creative roadmap, aligning design operations with marketing and development goals to enhance e-commerce performance.
• Audited and restructured the collaboration workflows between Design, Dev, and Marketing, reducing time-to-market for new features.
• Spearheaded data-driven CRO initiatives aimed at optimizing the checkout funnel and increasing Average Order Value (AOV).

Design Strategy CRO UI Design Operations A B Testing Figma HubSpot Google Analytics

Senior UX & CRO Specialist

Saludsa

Jan 2025 - Jul 2025 (6 months)

• Impact: Achieved a 300% increase in conversion rate (3% to 12%) and reduced bounce rate by 15% by redesigning the sales funnel based on behavioral data (Microsoft Clarity).
• Managed the end-to-end Hubspot automation (Marketing & Sales Hub), aligning customer acquisition strategies with user lifecycle stages to nurture leads effectively.
• Developed and executed an SEO/GEO strategy.

CRO UX Research HubSpot Microsoft Clarity SEO Google Analytics GTM

Director of CX/UX & Product Design

Publipromueve

Mar 2021 - Oct 2024 (3 years 7 months)

Built the CX/UX department from scratch, scaling it to support Banking and Fintech loyalty platforms.
• Leadership: Recruited, mentored, and led a multidisciplinary team of 25+ designers and analysts, establishing career ladders and Agile/Scrum design pods.
• Business Impact: Drove a 20% increase in revenue for loyalty platforms by optimizing the customer lifecycle strategy.

Design Leadership Team Building Product & Design Personalization Agile Scrum Design Systems CX NPS

Senior UX Designer

Seguros Sucre

Mar 2016 - Feb 2019 (2 years 11 months)

• Led the crisis response experience strategy for high-stakes insurance claims (post-earthquake), achieving a 90% resolution rate within deadlines.
• Optimized omnichannel touchpoints, reducing friction in claims reporting and improving policyholder sentiment during critical events.

Crisis UX UX Strategy Stakeholder Management Service Design Usability