About me
I'm Andrew, a product design leader focused on B2B e-commerce at HEINEKEN. I grew up in New Jersey around computers and museums. Moved to Florida, met my wife, then moved to Amsterdam when Booking.com hired me. I spent about five and a half years there. I've been at HEINEKEN for a little over three years, leading design on the eazle customer platform.
My leadership style is simple. Set a clear direction. Give people space. Know when to coach, when to direct, and when to model the work. Hold a high bar and make ownership explicit.
My design principles are strict. Every decision needs rationale. Use quantitative data, qualitative insights, and proven best practices. Ship small. Measure and learn. Iterate fast. Keep experiences simple and familiar, especially for low tech-maturity users. Focus on outcomes, not features.
Outside work I travel with my wife and explore craft beer. I practice leathercraft and make long-lasting wallets and belts. I train at the gym and built a small iOS app to handle plate math, 1RM, and kg to lb conversions. I automate workflows with n8n to reduce friction.
What I care about most: building systems that scale, raising team performance, and shipping work that moves the metrics and earns user trust.
Work Experience
Managing the product design team behind the eazle B2B platform, scaling design practices across multiple global markets.
Partner with product and engineering to deliver consistent and locally relevant customer experiences.
Implement design operations improvements, facilitate team rituals, and coach designers through project challenges.
Led design across multiple B2B products in diverse markets.
Mentored designers and played a key role in expanding the team from 2 to 13 members.
Conducted user research and iterative design to improve core ordering and account management flows.
Owned key parts of the Search Results page, improving usability and business metrics through continuous user research and A/B testing.
Designer on the Attractions upper funnel team, improving discovery and engagement for travel-related activities through user research and iterative design.
Led migration to a mobile-first responsive system, retiring the standalone tablet site and reducing technical debt without negatively impacting engagement or performance.
Designed and maintained e-commerce platforms across B2B and B2C lines of business.
Led A/B and multivariate testing programs to improve conversion rates.
Built responsive email campaigns based on analytics insights.
Early Career
Created marketing materials, branding, and packaging for various products while maintaining multiple company websites.
Freelancer creating logos, brochures, corporate identity kits, and web development for diverse client range.