
Fifteen years building creative momentum across businesses, brands, people, and products—with the last decade shaping how design and creative organizations operate, scale, and thrive at Meta and Amazon.
“She doesn’t just manage programs—she builds the conditions where great creative work becomes the norm.”
Collaborator, Meta
I work at the intersection of design operations, creative strategy, and organizational culture. My approach is intentionally layered—building frameworks that stabilize the present while architecting toward an aspirational future. Not one-size-fits-all. Tailored to the org, designed to flex and scale, and always pushing toward the work teams want to be known for.


Featured Work
The Design
and Creative Ecosystem

Flexible Working Models, Tailored to the Organization
Frameworks shaped to meet the organization where it is today—designed to flex and scale as teams evolve, while setting an aspirational bar that encourages innovation and excellence in how we work.

Interconnected Disciplines, Unified Direction
Bridges User Experience Research, Content Design, Product Design, Creative, Marketing, Strategy, Growth, Social, Legal, Engineering, and cross-functional partners into a shared creative and strategic direction.

Culture of Collaboration and Commitment to Craft
Design sprints, leadership and individual contributor connection through design reviews, strategic touchpoints, and cross-brand critiques—creating the space and structure for designers and creatives to do what they do best.

Aspirational by Design, Grounded in Practice
Nothing is one-size-fits-all. Every framework is built to meet real needs and culture—but aspirational enough to push teams toward the work they want to be known for.
The Approach
Flexible Efforts, Built to Compound
Near-Term Clarity, Long-Term Vision
Every initiative solves an immediate need while building toward a larger architectural vision—stabilizing the now and investing in the future simultaneously.
Multi-Level Impact, by Design
Frameworks are designed to resonate at the individual contributor, team, and leadership level—connecting designers and creatives to the strategic decisions that shape their work.
Tailored to Flex, Built to Compound
Nothing is rigid. Frameworks are shaped to meet the organization’s current state, aspirational enough to encourage innovation, and portable enough to transfer across teams and companies.

“Frameworks built to meet the needs of the organization, designed to flex and scale while being aspirational enough to embed innovation and excellence into the way we work.”
The Zero-to-One Playbook
The Design and Creative Ecosystem
1Design and Creative Working Model
Flexible foundation for team flow, clarity, and creative momentum
2Design and Creative Program Management Uplevel
Elevating the role and strategic value of program management
3Rituals of Excellence and Craft
Sprints, design reviews, and strategic touchpoints that make quality a habit
4Shared Truths and Priority Alignment
Customer empathy and business priority as a shared language across partners
5Design and Creative Systems Integration
Consistent quality standards that flex across brands and surfaces
6Cross-Functional Visibility and Voice
Roadshows, leadership reviews, and making design and creative work legible
7Connected Culture Across Interconnected Organizations
From silos to shared trust, craft, and creative ambition
Selected Programs


What Leadership Says
In Their Words

Beyond execution, Genevieve is a trusted leader and strategic advisor. She proactively identifies high-priority challenges, balances short-term objectives with long-term impact, and exercises sound judgment to drive comprehensive solutions. She is recognized internally as an expert in her field, sought after for her insights and leadership.
Travis Vocino
Head of Design, Creators, Meta

I’ve grown as a global design and creative leader through partnering with Genevieve. She raises the bar not through force or visibility, but through thoughtful, steady leadership—and the teams and work around her are consistently stronger because of it.
Drew Palmer
Global Design Lead, Amazon

“I was consistently impressed by her strategic vision, exceptional program management skills, and ability to drive significant impact across complex design and creative projects.”
Jeannine Schafer
Creative Director, Brand, Meta

“Working alongside Genevieve at Meta was genuinely one of the highlights of my time there. We partnered closely for several years on product design, marketing, and experiential programs and I was consistently inspired by her creativity, strategic thinking, and the care she brings to everything she does.”
Jeannette Calomeni
Global Programs, NVIDIA / Meta

“What I admire most is how intentional she is about balancing operational rigor with creative process. She doesn’t impose frameworks for their own sake. She listens to ideas, goals, and perspectives, and then quietly creates the conditions where high-quality work consistently emerges.”
Drew Palmer
Design Lead, Amazon

“Genevieve brought structure and strategy to some of our most complex initiatives—leading creative intake for Gen Z and YA-focused brand experiences that boosted engagement and retention, and developing smart prioritization frameworks that aligned our creative resources with high-impact product needs.”
Nicole De Rosa
Design Systems and Brand-In-Product Art Director, Venmo / Meta

“When design and creative become legible, they become powerful.”

“Genevieve’s ability to manage complex programs, drive strategic initiatives, and foster collaboration across teams would make her an invaluable asset to your team. I also just plain enjoyed collaborating with her—she has a great can-do energy and is eager to get things done.”
Jeannine Schafer
Creative Director, Meta

“Genevieve is sharp, thoughtful, and incredibly compelling—whether she’s crafting a story, leading a complex project, or designing an experience that leaves a lasting impression.”
Jeannette Calomeni
Global Programs, NVIDIA / Meta

“Genevieve consistently delivered large-scale programs, projects, and products in highly complex and ambiguous spaces, demonstrating a rare ability to bring clarity and structure to uncertainty.”
Travis Vocino
Head of Design, Creators, Meta

“Genevieve has a rare ability to absorb highly complex, cross-discipline challenges and make them feel surprisingly lightweight. She operates as a true partner.”
Drew Palmer
Design Lead, Amazon


HOW I THINK. HOW I LEAD.
THE SAME INSTINCT, DIFFERENT SHAPES

MY APPROACH
CREATIVE MOMENTUM AT SCALE
I build creative momentum that moves work forward today and holds up over time. My approach operates across altitudes, bringing focus to what needs to move now while shaping the direction that defines what comes next. The work is intentionally layered—every decision driving immediate progress while reinforcing a longer-term vision.
It is not about choosing between speed and quality, or delivery and direction. It is about creating the conditions where both can exist, and strengthen each other.
ALTITUDE ONE
GROUND THE WORK
Create clarity. Align people. Move with purpose. Cut through friction and unblock progress. Drive meaningful outcomes against what matters most right now.
ALTITUDE TWO
SHAPE WHAT IS NEXT
Set direction. Elevate craft. Build lasting impact. Define a clear, aspirational vision for the future. Strengthen a culture of creative excellence.
These altitudes operate simultaneously. Grounding the work creates the space to think bigger. Shaping what is next ensures the work has direction. Together, they create a steady, compounding rhythm—where teams move faster, decisions get clearer, and the work consistently gets better.

“I have grown as a global design and creative leader through partnering with Genevieve. She raises the bar not through force or visibility, but through thoughtful, steady leadership.”
DREW PALMER, GLOBAL DESIGN LEAD, AMAZON
CAREER ARC

PUBLIC RELATIONS AND EDITORIAL
Crafting narratives connecting small businesses to people. Managing global content programs for major media companies.
META TO AMAZON
Among the first 50 Design and Creative Program Managers at Meta, scaled to 300+. Led Design and Creative Program Management for 5 of Zuckerberg’s priorities. First org-wide Design and Creative Program Manager role at Ring across 4 product lines.
THE THROUGH-LINE
Bridges User Experience Research, Content Design, Product Design, Creative, Marketing, Strategy, Growth, Social, Legal, Engineering, and cross-functional partners—seeing design and creative holistically across every discipline and business function.
A NONTRADITIONAL PATH BUILT RARE FLUENCY.
CORE PILLARS
HOW I THINK. HOW I LEAD.

CREATIVE MOMENTUM AT SCALE
I turn ambiguity into sustained, company-wide creative movement by aligning portfolio priorities, product ambition, and brand narrative into forward motion.

STRATEGIC DESIGN AND CREATIVE PROGRAM IDEATION
I define zero-to-one and portfolio-level initiatives that translate executive vision into structured, cross-company, global direction.

CREATING CLARITY IN COMPLEXITY
I bring coherence to global, multi-brand ecosystems by ensuring decisions across consumer, business, and brand experiences reinforce one another.

FOSTERING GLOBAL CULTURE OF CRAFT
I establish craft as a collective standard across product design and creative, research, content, and engineering so quality is deliberate and sustained at scale.

HOLISTIC DESIGN AND CREATIVE AS STRATEGIC FORCE
I shape the direction of the company through design and creative. During pivotal moments—launching new initiatives, developing new brand narratives, shifting portfolios—I lay the strategic groundwork. I articulate vision, synchronize key executives, and outline the path forward prior to implementation.
In diverse global ecosystems, I integrate product, brand, research, creative, marketing, and engineering into a cohesive strategy, guiding what receives priority, funding, and development. As complexity rises, I provide clarity; as scale grows, I ensure coherence.

SYSTEMS PHILOSOPHY
I build flexible systems and layered frameworks that empower design and creative organizations to stabilize, scale, and evolve—from user experience to brand to production.
ORGANIZATION SCOPE

Proof of Impact
By the Numbers

Design Critique, Cross-Functional and Leadership Review Adoption

Disciplines Unified Across Interconnected Organizations

Customer Empathy Programs Launched

Faster Design and Creative-to-Development Handoff Cycle Time

Artifacts, Playbooks, and Frameworks

Design and Creative Systems-Centric Efforts Launched

Programs Delivered

Artificial Intelligence Agent Deliverables Shipped to Founder

Confluence Hubs Created
The Playbook

Career Arc
Experience


Cross-functional leader and strategic partner fluent in both the horizontal systems that scale thriving design and creative organizations and the vertical depth that drives craft. Spanning ads, business tools, monetization, creatives, and consumer-facing spaces at Meta and Amazon.
Current
Amazon
Ring, Blink, Key, Sidewalk
Senior Design Program Manager
June 2025 – Present · San Francisco, CA
Leading design and creative strategy and operations across Ring, Blink, Key, and Sidewalk — building the flexible systems, rituals, and cross-functional workflows that empower creative momentum and a culture of craft across interconnected organizations.
Defined and established the cross-functional infrastructure — shared vision frameworks, sprint toolkits, creative briefs, Jira systems, and the RBKS Design Toolkit that became the org’s operational backbone.
Built frameworks resulting in 100% adoption of cross-brand design critiques, C-suite level touchpoints, the org’s first-ever UX leadership design reviews, and cross-functional design and creative sprints — making room for designers and creatives to do what they do best.
Cutting design and creative cycles by 40% and achieving 85-90% guild completion rates. Scope: 40+ designers across Ring hardware, Echo devices, mobile apps, web experiences, and AI integration platforms.
7 Years 4 Months
Meta
Design and Creative
Design Operations Lead · Senior Design Program Manager
January 2018 – April 2025 · Menlo Park & San Francisco, CA
Strategic Design and Creative Program leader, consistently tapped to architect clarity and scale impact across complex product ecosystems — spanning Facebook, Instagram, WhatsApp, and beyond. Role evolved fluidly between embedded and horizontal leadership, providing a rare vantage point across monetization, creator economy, generative AI innovation, and brand-driven growth initiatives. Specialized in rapidly synthesizing ambiguous challenges into clear, actionable strategies — often at pivotal moments for high-priority initiatives championed directly by senior executives, including CEO Mark Zuckerberg.
7 Teams · Click to expand
Creators & Publishers | Music, Rights, Publishing & Creator Design
Senior Design Program Manager · Oct 2024 – Mar 2025
Facebook Design | Brand-in-Product Creative Strategy
Senior Design Program Manager · Feb 2024 – Oct 2024
Facebook Monetization | Business & Commerce Design
Senior Design Program Manager · Mar 2023 – Feb 2024
Facebook Design Strategy & Planning | Design Systems Advocacy
Senior Design Program Manager · Oct 2021 – Mar 2023
Business Messaging Design | Facebook, Instagram, WhatsApp, Kustomer
Senior Design Program Manager · Sep 2021 – Oct 2022
Central Monetization Design | Ads & Business Products Design
Senior Design Program Manager · Jun 2018 – Sep 2021
Ads & Business Products | Meta Business Suite & Tools Design
Design Program Manager · Jan 2018 – Jun 2020

Earlier Career
CLEVER
Influencer Marketing Agency
Content Marketing Manager
Jun 2017 – Dec 2017
Corporate Communications Manager
Nov 2016 – Jun 2017
San Francisco Bay Area
Primary architect of trailblazing influencer marketing agency’s brand voice, product value, and positioning as industry leaders.
Authored two company white papers: “The State of Influencer Marketing” and “How to Measure the ROI of Influencer Marketing.”
Ideated, crafted, and authored industry’s first-ever Influencer Marketing Look Book Series, showcasing diverse brand partnerships to drive company value and boost revenue pipeline.
Secured industry recognition through multiple awards across premiere stages (Inc., Fast Times, Forbes).
Mode Media
Corporation
Global Program Manager, Content
Oct 2015 – Sep 2016
Content Program Coordinator
Oct 2015 – Jun 2016
San Francisco Bay Area
Directed a global team of 300+ external creators to produce unique lifestyle content across 5 channels, diverse industries, and audiences (750M+ monthly unique visitors).
Significantly boosted audience engagement and retention, contributing to the company’s rise in U.S. digital media property rankings (from #75 to #70).
Contributed to the mobile product launch of Mode Stories.
Ruby Press
Public Relations
Publicist
Apr 2013 – Oct 2015
Oakland, CA
Led boutique lifestyle brands through the transition from print to digital and social media, driving new connections and growing audiences.
Secured strategic media placements in Vogue, Vanity Fair, New York Times, Forbes, and Inc. Magazine.
Enhanced national and global brand visibility for 12 boutique lifestyle, beauty, fashion, food & home brands.
Big Picture
Public Relations
Publicist
Apr 2011 – Apr 2014
San Francisco, CA
Managed all aspects of media relations and communications, including drafting and editing press materials.
Served as the primary point of contact for media inquiries.
Trained and supervised a team of three interns.
Ruby Press
Public Relations (Intern)
Public Relations Intern
Aug 2011 – Aug 2012
Berkeley, CA
Supported media outreach, press material development, and event coordination for boutique lifestyle brands.
Core Competencies
Education
University of California, Santa Barbara
Bachelor of Arts, Sociology
