Sherry Rome
Phoenix,AZ
Summary
Customer needs-focused, experienced digital UX professional aligning creative website design approach and content management processes with business and strategic requirements. Passionate about applying excellent organization, planning and communication skills to manage and lead teams. Results-oriented individual well-versed in interfacing and consulting on business processes to drive results based.
Overview
30
30
years of professional experience
Work History
Vice President, Digital User Experience
DHL Express International
06.2005 - 05.2024
- Introduced User Experience Design (UX) application development process and governance to the organization.
- UX design focused on a customer research data and feedback based approach, supported by competitor analysis and continual UI usability testing.
- Managed UX for company's global digital shipping application, MyDHL+, which generated 6+ billion EUR in revenue annually. UX design recommendations lead to 90 million EUR revenue for value add services within two years of launch.
- Communicated UX project roadmap objectives, concepts and funding needs to global board and key stakeholders.
- Coordinated with product managers, stakeholders and UX designers to translate project requirements and business objectives into intuitive user interfaces.
- Lead major global, multi-lingual customer research studies using a variety of research methods: online surveys, in-person interviews, moderated and un-moderated studies and feedback forums.
- Defined content strategy and guidelines, content maintenance approach and UI style guidelines.
- Managed global copywriting and content maintenance team responsible for building and updating 230+ country sites, in over 50 languages utilizing highly customized version of Adobe Experience Manager software.
- Worked with design teams, project managers, business analysts and UX agencies to deliver valuable features meeting business and customer needs.
- Used wireframes, mock-ups and prototypes to establish user interface design and architecture.
- Lead design and launch of company's first cross-divisional corporate brand site, dhl.com, which was acknowledged as one of world's the most global domains.
- Operated in fast paced, high-volume global development environment, working across multiple time zones and cultures.
Project Manager - ECommerce Domain
Best Western International, Inc.
10.2002 - 06.2005
- Managed and planned projects related to company's primary global consumer booking, rewards program and group sales websites.
- Oversaw key strategic development initiatives: integration with content translations system and hotel package booking functionality.
- Managed costs and monitored project progress, identified risks and corrective action plans.
- Facilitated requirements workshops and coordinated with cross-functional teams.
- Negotiated and managed third-party contracts related to project deliverables.
- Provided detailed project status updates to stakeholders and executive management.
Manager of Websites
Best Western International, Inc.
09.1996 - 10.2002
- Managed implementation and launch of global award-winning multi-lingual booking website.
- Defined business requirements for development of proprietary web booking engine, geo-coded search and mapping functionality.
- Worked with creative agencies and designers to conceptualize original website designs.
- Managed content maintenance team. Approved and reviewed content flowing to website.
- Coordinated development and implementation with IT resources.
- Defined electronic branding style guidelines and content standards.
- Curated robust digital image library.
- Managed content distribution to third part online channels.
Brand Identity Representative
Best Western International, Inc.
11.1994 - 09.1996
- Managed brand identity compliance program with member hotels and creative services.
- Coordinated development of marketing and advertising materials and billboard designs.
- Approved vendor designs and oversaw endorsed print vendor relationships.
Timeline
Vice President, Digital User Experience
DHL Express International
06.2005 - 05.2024
Project Manager - ECommerce Domain
Best Western International, Inc.
10.2002 - 06.2005
Manager of Websites
Best Western International, Inc.
09.1996 - 10.2002
Brand Identity Representative
Best Western International, Inc.
11.1994 - 09.1996
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