Community Builder. Speaker. Mentor.
From founding Cascade SF's 10,000+ member design community to serving as a Women Techmakers Ambassador for Google, I've spent over a decade bringing people together, growing the tech community, and helping people in tech level up their careers.
Hi there!
I'm Andi.
I'm a Growth Strategist who lives at the intersection of experimentation, AI, and product strategy. For more than 14 years, I've helped companies of every size—from global teams at Adobe and Informatica to scrappy, fast-moving startups—turn complex problems into measurable acquisition, activation, and revenue growth.
My work blends growth strategy, experimentation, and data-driven product decisions to increase leads, boost conversions, and drive revenue — using design and content as the execution layer.
I'm also a Women Techmakers Ambassador for Google, where I mentor people in tech and help them grow their careers. I've attended Google I/O every year since 2015, which keeps me plugged into the latest AI and product innovations. And as the founder of Cascade SF, I've spent years building communities, hosting events, and championing professional growth across the design and tech world.
Work Experience
Consultant
Growth Strategist, Marketing & Product Consulting
Remote
- Clients include Adobe, Zapier, Cisco, Disney, Smule, DirectTV, and Patreon
- Design and code websites and email campaigns to help companies of all sizes grow audiences
- Tripled event attendance through strategy, fresh design, and engagement tactics
- Delivered scalable design systems and conversion-focused campaigns
- Built social media platforms alongside developer and product manager
Site Impact
Growth Strategist & Web Developer, Conversion Optimization
South Florida (Hybrid)
- Increased lead conversions +24% via AI-driven A/B testing & predictive analytics
- Designed, developed, and optimized high-converting WordPress properties
- Automated Mailchimp list growth; coordinated programmatic ad placements
Informatica
Sr. Web Marketing Manager, Merchandising & Optimization
Remote
- Increased Cloud ARR +39% through UX experimentation & data-driven strategy
- Led Conversational AI chatbot (Drift) implementation; predictive lead scoring boosted pipeline +340%
- Raised product trial conversion +240% via content optimization & UX strategy
Adobe
Growth Strategist & Product Designer
San Francisco, CA
- Improved Creative Cloud engagement through A/B testing, UX enhancements & activation content
- Co-led websites, notifications, and A/B test for Illustrator/Photoshop campaigns in 7 countries
- Designed and wrote engagement copy for tutorials, onboarding flows & in-app content to deepen product adoption
- Created educational content strategy that increased trial-to-paid conversion through clearer product value communication
Zight (CloudApp)
Head of Content & Marketing UX
San Francisco, CA
- Directed user-acquisition content strategy for multichannel campaigns and SEO growth
- Developed landing pages, onboarding flows & templates aligned to brand voice and conversion goals
- Created product education content that improved feature adoption by 45%
- Organized webinars and in-person events for lead generation and brand awareness
Earlier Roles
Growth & Marketing
Various
- Doximity, 2011-2012, Growth Strategist
- IAC, 2010-2011, Lead Marketing Strategist
- Zimmerman Advertising, 2007-2008, Marketing Strategist
Cascade SF & Design Career Network
Founder & Event Producer
Sep 2011 – Aug 2021
San Francisco & Remote
In 2011, I founded Cascade SF, a design and technology community that grew into a 10,000+ member network. What started as small meetups evolved into one of San Francisco's most vibrant design communities, hosting hundreds of events that consistently sold out.
Through Cascade SF and the Design Career Network, I created spaces where marketers, developers, and product professionals could learn, connect, and grow together. I organized workshops, panel discussions, portfolio reviews, and networking events that brought together everyone from early-career talent to senior leaders at top tech companies.
- Built a 10,000+ member design community with events & mentorship
- Drove attendance using targeted campaigns across Google, Facebook, Instagram & LinkedIn
- Organized hundreds of design and technology events, drawing in hundreds of attendees per event, always selling out
Building Cascade SF taught me as much about community building and engagement strategy as any corporate role—skills I bring to every product and growth challenge I tackle today.
How I Work
Data-Driven Decision Making
I don't guess—I validate. Every design and content decision is backed by user research, analytics, or A/B test results. I speak the language of metrics because growth requires measurement.
AI Product & Content Fluency
Deep experience designing conversational interfaces, recommendation systems, and ML-powered features. I understand how to make AI feel natural through thoughtful content design that builds trust in intelligent systems.
Full-Funnel Content & Design Thinking
From awareness to advocacy, I design the complete journey with cohesive content strategy. Landing pages, onboarding flows, email campaigns, in-product messaging, and growth loops—all orchestrated with compelling narratives for sustainable growth.
Cross-Functional Leadership
I've led initiatives spanning design, content, engineering, marketing, and sales. I translate between stakeholders, align teams around shared goals, and maintain quality in both visual design and editorial voice while moving fast.
What I Value
Impact over output. I care more about moving the right metrics than shipping features. Good design should have measurable business impact.
Velocity with intention. I move fast, but not recklessly. Rapid experimentation requires solid systems and clear hypotheses.
Transparency and collaboration. The best work happens when design, product, and engineering work as partners—not siloed disciplines.
Continuous learning. Technology evolves constantly. I stay curious, test new tools, and adapt my approach as the industry shifts.
Education
Florida Atlantic University
BFA in Graphic Design
2004-2007
Let's grow together
I'm always open to discussing growth strategy, experimentation roadmaps, partnership opportunities, or just grabbing a virtual coffee to talk shop.
E-mail andi@andixd.com