Product Design Consultant at Independent Practice (2024-12 – Present)
Deliver end-to-end product design for clients and self-directed products: research, information architecture, interaction design, design systems, and production front ends.
- Men's Sole Revival: pivoted a men's health venture from e-commerce to content authority after margin modeling and audience research showed buyers needed information before products. Live since April 2026; 86% of visitors complete the self-assessment.
- Spotify concept: designed three reversible controls for the Recently Played shelf, grounded in 200+ synthesized public user posts, and shipped an interactive demo running on real constraints.
- Brand and identity work for consulting and communications clients: logo systems, digital brochures, and marketing collateral.
- Design in Figma, build in React and Next.js with AI-assisted coding, deploy on Vercel. barreiro.com was designed and shipped this way.
Director of Marketing & DTC Operations at VARA Winery & Distillery (2022-03 – 2024-11)
- Redesigned the company website and e-commerce platform end to end: discovery, product detail, and checkout. Wine Club membership held steady through an industry-wide downturn.
- Ran UX strategy and brand identity for the 'Somos Unidos' spirits line, concept through launch.
- Cut production timelines 20% by introducing AI-assisted workflows across the creative team.
- Owned the entire DTC experience: site architecture, navigation, product pages, email, campaign creative.
VP of Operations at Boomtime (2018-03 – 2021-12)
Led four marketing consulting teams plus a design and web development team and multiple engineers, managed a project manager, and coordinated with an external app development team.
- Shipped UX and UI for 100+ client sites across healthcare, legal, hospitality, and e-commerce. Set the responsive, accessibility, and conversion standards every project was built to.
- Ran design critiques, reviewed work before delivery, and mentored designers and developers across teams.
- Primary UX and design lead on the largest, most complex accounts: research, IA, wireframing, and visual design. Used Google Analytics and SEMrush to tie UX changes to client retention and revenue.
Web Designer & Developer at CliffDweller Digital (2011-03 – 2018-01)
- Designed and developed 50+ responsive websites with user-centered design and brand consistency on every project.
- Matched site architecture and content hierarchy to what users actually searched for, with SEO and content teams. Engagement up 20% on key sites.
- Ran user tests on priority projects and iterated on real behavior, not assumptions.
Founder & Lead Creative at Sola Fide Design (2010-01 – 2011-12)
- Started a design consultancy focused on brand identity, web design, and campaign creative for e-commerce and small-business clients.
