Open to opportunities

San Morales

@sanmorales

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Product Design Director and CRO specialist driving growth through data-driven UX and design leadership.

Ecuador

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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 Strategic Product Design Director and CRO specialist with over 15 years scaling digital products across HealthTech, Fintech, and e-commerce. I build and lead high-performing design organizations and bridge user needs with business outcomes.

I've established UX/CX departments from the ground up and led cross-functional teams of 25+ designers and analysts, implementing Agile/Scrum design pods and career ladders. My leadership focuses on operations, mentorship, and fostering product-led growth cultures.

My work delivers measurable impact — examples include a 300% conversion lift, a 20% revenue increase for loyalty platforms, and raised NPS/CSAT by 20 points through continuous discovery and feedback loops. I specialize in CRO, design systems, and design operations.

I seek remote leadership opportunities for US-based organizations where I can drive product vision, streamline design-to-development workflows, and deliver scalable, data-driven improvements to conversion and lifetime value.

Experience

Work history, roles, and key accomplishments

Director of UX/UI & Design

PureFormulas

Jul 2025 - Oct 2025 (3 months)

Led design modernization for a major US e-commerce player, directing UX/UI and creative roadmaps and restructuring collaboration workflows to reduce time-to-market and optimize checkout AOV through data-driven CRO.

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

Senior UX & CRO Specialist

Saludsa

Jan 2025 - Jul 2025 (6 months)

Redesigned the sales funnel using behavioral data to lift conversion rate from 3% to 12% and cut bounce rate by 15%, while implementing HubSpot automations and an SEO/GEO strategy to lower CAC.

CRO UX Research HubSpot Microsoft Clarity SEO Google Analytics GTM

Head of CX/UX & Product Design

Publipromueve

Apr 2021 - Oct 2024 (3 years 6 months)

Built and scaled the CX/UX department to 25+ members, implemented Agile design pods and personalization algorithms that drove a 20% revenue increase and raised NPS/CSAT by 20 points over three years.

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

Senior UX Consultant

Seguros Sucre

Apr 2016 - Feb 2019 (2 years 10 months)

Led crisis-response experience strategy for insurance claims post-earthquake, achieving a 90% resolution rate and optimizing omnichannel touchpoints to improve policyholder sentiment.

Crisis UX UX Strategy Stakeholder Management Service Design Usability

UX/UI Consultant

Independent

Jan 2009 - Jan 2016 (7 years)

Delivered CRO and usability projects for public and private clients, including intranet automation and HR platform improvements that increased usability and operational efficiency.

CRO Usability Testing UX UI Design Information Architecture Figma