Freddy Reyes

Leads UX strategy and transformation across large B2C, B2B, and B2B2C experiences, directing multiple major journeys across Agile teams. Partners with Product, Technology, Marketing, and business leaders to link customer needs to business outcomes while evolving UX practices, design systems, and AI-enabled ways of working. Owns hiring and career development for design leaders and manages design governance for enterprise scalability. Re-envisions flagship and platform experiences, including direct-to-consumer life insurance, using research to validate direction.

Led the evolution of a traditional creative organization into a UX-driven practice while managing multidisciplinary teams and complex digital engagements. Defined and scaled the agency’s UX practice by incorporating research, journey mapping, prototyping, user testing, and customer-centered methods into delivery. Directed strategy from discovery through experience design, translating business, brand, technology, and customer requirements into product roadmaps and connected digital ecosystems. Introduced collaborative and Agile ways of working to bring customer insight earlier in solution development.

Led integrated creative and digital teams across multi-brand healthcare portfolios during a shift toward more interactive, user-centered experiences. Expanded creative workflows to include interaction design, prototyping, and user testing, helping lay groundwork for later formal UX capabilities. Guided multidisciplinary collaboration across strategy, creative, content, and digital to connect brand objectives with customer and technology needs. Increased consideration of user needs and experience quality for complex healthcare audiences.

Led cross-channel experiences as digital and interactive work became a larger part of the agency’s offering. Worked with strategy, creative, and technology partners to introduce early user-centered approaches, interactive prototyping, and digital engagement concepts. Supported delivery of experiences for both consumer and professional audiences with an emphasis on integrating user-centered thinking into execution. Contributed to interactive solution design as the agency expanded its interactive capabilities.

Directed creative development for global healthcare brand launches, working with client stakeholders to translate business and brand objectives into integrated communications. Managed work from concept through production across print and emerging digital channels. Established creative and client-leadership foundations that later supported expansion into digital experience and UX. Coordinated execution while maintaining alignment between client goals and deliverables.