Heather Kelly
Phoenix,AZ
Summary
Design and operations leader with 15+ years spanning luxury custom residential and high-volume homebuilding at the intersection of design, operations, and technology. Built and led the national design-to-delivery program at a tech-enabled homebuilder - owning the design strategy, product lines, and personalization offerings behind $775M in total business oversight. Launched a digital design studio platform enabling hundreds of design packages and thousands of personalization options across multiple markets and product lines.
Known for building scalable systems and leading cross-functional teams across design, construction, procurement, sales, and technology. Reduced design-to-construction cycle time by 50% through operational improvements that accelerated market launches and strengthened the customer experience.
People-first leader with zero voluntary attrition across a career of people leadership and selected for Bain's invite-only leadership program. Knows how to set high expectations, push teams toward ambitious goals, and balance competing priorities - while creating an environment where people are coached to grow and consistently deliver their best work.
Seeking a VP / Head of Design + Operations role - or equivalent scope - at a tech-enabled homebuilder, PropTech platform, design software company, or real estate organization where strong design and operational leadership can make a measurable impact.
Overview
16
16
years of professional experience
Work History
Head of Design + Operations
Homebound Technologies
San Francisco, CA
01.2022 - Current
- Led the design strategy, selections, and full execution behind $775M in total business oversight - creating the product lines, design packages, and personalization offerings that directly drove revenue across disaster rebuilds, inventory spec builds, and build-on-your-lot programs.
- Built and led the national design-to-delivery program from the ground up, developing scalable product lines and personalization offerings that contribute to $250M+ in projected 2026 revenue - partnering with the CGO and CTO across strategy, platform development, and multi-market GTM launches.
- Partnered with and launched an internal technology platform with the CTO and product engineering team powering an end-to-end digital design studio experience - supporting hundreds of design packages, thousands of personalization options, and key metrics tracking across markets.
- Led design strategy to enhance the overall customer journey experience. Translated design and ops requirements into UX/UI decisions and AI-powered features that improved estimation accuracy, automated finish schedule generation, warranty implementation, and reduced manual effort across the pipeline.
- Reduced design-to-construction cycle time by 50% - from 20 weeks to 10 weeks from concept to delivery - through process redesign, cross-functional playbooks, and resource alignment, enabling faster GTM launches and consistent high-volume delivery across multiple markets.
- Led the national Home Product Development team across architecture, design, operations, and tech integration - driving market analysis, product creation, and the full design-to-delivery experience from strategy through customer-facing product.
- Drove collaboration across sales, marketing, construction, procurement, and technology - building training programs, GTM sequencing frameworks, and rollout processes that reduced field errors and aligned execution from product conception through delivery.
- Collaborated with cross-functional teams to ensure seamless integration of design and technology supporting both central and local teams.
- Established performance frameworks and operational KPIs across design and ops functions, driving accountability and executive-level visibility into program health while developing team members and continuously improving operational efficiency at scale.
Principal Interior Designer
Ashton Woods Homes
Scottsdale, AZ
01.2015 - 12.2021
- Consistently ranked as a top national designer by sales volume year over year, averaging $18M in annual design studio upgrades across approximately 150 homes per year in one of the company's most profitable design studios.
- Pioneered the company's first virtual design studio experience during COVID, creating national design packages, curated palettes, and virtual catalogs across multiple budget tiers - restructuring the entire home buying selections process to adapt to a fully virtual customer journey.
- Led end-to-end design consultations for new build clients, streamlining the selections process to an average 4-hour appointment and 15-day cycle time while managing hundreds of active homes simultaneously across spec, inventory, and model home programs.
- Collaborated daily with construction, purchasing, and sales teams to manage design execution across a high-volume pipeline - overseeing floor plan reviews, options management, specifications, and on-site installation quality control.
- Negotiated vendor contracts and pricing to secure competitive product offerings without compromising design quality or brand standards.
- Mentored junior designers and contributed to team development, fostering a collaborative environment and raising overall studio performance.
- Developed interior design concepts aligned with brand standards and market trends, continuously refining offerings to improve the customer experience.
Senior Interior Designer + Project Manager
Angelica Henry Design
Scottsdale, AZ
12.2011 - 12.2014
- Received multiple ASID Best in Show awards for luxury custom residential projects, with work published in Luxe Magazine and Phoenix Home & Garden - recognized for design excellence across high-end custom homes and remodels.
- Owned the full design lifecycle across custom residential new construction and remodels - from initial programming and space planning through material selection, 3D renderings, Revit construction documents, purchase orders, shop drawings, and final installation coordination.
- Led client consultations and developed comprehensive design presentations communicating design intent, material selections, and budget alignment across interior finishes, fixtures, custom furniture, and fabrics.
- Collaborated with architects, builders, contractors, and subcontractors to integrate design seamlessly into construction plans, conducting site visits to maintain quality standards and client satisfaction throughout each project.
- Built and maintained strong vendor relationships to source high-quality materials within budget, negotiating pricing and coordinating final installations.
- Mentored junior designers on best practices and design principles, contributing to overall team development and creative standards.
Interior + Product Designer
Wish I Had That
Bakersfield, CA
05.2011 - 12.2011
- Led product selection and client management across a growing wholesale division during company expansion, overseeing thousands of products and a diverse client portfolio simultaneously - collaborating cross-functionally to design innovative product solutions that enhanced the customer experience.
- Developed targeted sales strategies to match clients with the right product mix, bringing client visions to life through detailed 3D renderings, wireframes, prototypes, and high-fidelity design representations.
- Conducted user research and testing to gather insights, informing product and design decisions and ensuring alignment with both client needs and business objectives.
- Created marketing collateral including written articles for a company design periodical, contributed to catalog design, and produced product photography and informational video content to support brand and wholesale engagement.
Interior Designer
Pillsworth Remodel
Lincoln, NE
01.2010 - 12.2010
- Led client-facing design consultations from concept through construction, developing floor plans, sections, and 3D renderings that translated client vision into precise, construction-ready designs - maintaining clear communication with clients on project progress throughout each phase.
- Managed the full project lifecycle across remodeling and construction projects - creating and presenting estimates and proposals, scoping projects, scheduling subcontractors and direct laborers, and conducting site visits to oversee execution and resolve field challenges.
- Led comprehensive interior design projects from conception to completion, ensuring alignment with client vision.
- Collaborated with contractors and vendors to execute high-quality renovations on time and within budget.
- Processed purchase orders, change orders, and all client documentation throughout each project, maintaining accuracy and alignment across clients, vendors, and trade partners.
- Coordinated material selections and vendor relationships end to end - sourcing and comparing bids, organizing selections, and ensuring alignment between design intent, budget, and construction requirements.
Education
Bachelor of Science - Design
University of Nebraska
License #33117 -
NCIDQ Certification
Credential ID 86036416 -
Accelerate Leadership Academy By Bain Academy
Skills
- Strategic Planning & Execution
- Operations Management & Process Improvement
- Cross-functional Team Leadership
- Go-to-Market Strategy & Execution
- Technology Platform Development & Integration
- Organizational Development & Capacity Planning
- Data-driven Decision Making & KPI Tracking
- Change Management & Organizational Transformation
- Product Design & Creative Direction
- P&L Awareness & Revenue Impact
- Vendor & Contract Negotiation
- Design Systems & Scalable Product Frameworks
Timeline
Head of Design + Operations
Homebound Technologies
01.2022 - Current
Principal Interior Designer
Ashton Woods Homes
01.2015 - 12.2021
Senior Interior Designer + Project Manager
Angelica Henry Design
12.2011 - 12.2014
Interior + Product Designer
Wish I Had That
05.2011 - 12.2011
Interior Designer
Pillsworth Remodel
01.2010 - 12.2010
Bachelor of Science - Design
University of Nebraska
License #33117 -
NCIDQ Certification
Credential ID 86036416 -
Accelerate Leadership Academy By Bain Academy