Catherine González Villamizar — Visual & Web Designer

• 2025 — — Director of Brand & Digital Experience, Fuelist Digital, San Francisco, CA. Brand and web direction for B2B technology clients, from first brief to shipped site.
  • Own the visual language for B2B technology clients from brief to launch, driving 45% organic traffic growth.
  • Prototype interactive campaign concepts with generative AI tools, testing motion before it reaches engineering.
  • Cut launch timelines 40% with design-system workflows across strategists, developers, and marketers.
• 2024 — Principal UI/UX Designer, Snowflake, San Francisco, CA. Visual direction across Snowflake's public web, for an audience of engineers and data teams.
  • Led visual design across the public marketing properties and customer-education journeys.
  • Redesigned the Blog with interactive layouts that guide readers toward the product.
  • Rebuilt the Web Design System in Figma, covering component libraries, prototyping workflows, and asset standards.
• 2023 — 24 — Senior Managing Consultant, Web Design Systems, Coalition Inc., San Francisco, CA. Turned a marketing web presence into a system of components and patterns.
  • Formalized the web design system across Figma, Storybook, and CMS, from components through to production patterns.
  • Partnered with Web Production on implementation, holding design intent through to the live environment.
  • Raised component quality against accessibility and performance standards on customer-facing properties.
• 2021 — 23 — Sr. Manager, Brand & Digital Experience, Accruent, San Francisco, CA. Brought motion and storytelling to three web properties. Marketer of the Year 2022.
  • Introduced motion and data-driven storytelling across 3 web properties, lifting CTR 15.6% and traffic 18%.
  • Directed full web redesigns around product positioning, growing audience engagement 16%.
  • Set craft standards for a team of 5 designers, holding quality while cutting delivery times 25%.
• 2018 — 21 — Senior Web UI Designer, Splunk, San Francisco, CA. Rebuilt the global web design system, 194 components down to 62.
  • Designed the Data-to-Everything launch site, which went live alongside President Obama's .conf keynote.
  • Owned the .conf conference web experience four years running, across pre-event, live, and post-event surfaces.
  • Built the interactive experiences and animation on it, driving a 7% trial-conversion lift and a 66% mobile performance gain.
• 2017 — Sr Visual Designer, Rodan + Fields, San Francisco, CA. Brand and campaign visual design for a direct-to-consumer brand.
  • Visual design across brand and digital campaign surfaces.
• 2015 — 17 — Visual Designer & Senior Web Developer, Rooster Grin, San Francisco, CA. Fifty-plus client sites, designed and coded. Where I learned the web by building it.
  • Designed and built 50+ client websites in HTML, SASS, and jQuery.
  • Took each site from first comp through production code and SEO.
  • Clients included RVO and Blackburn Orthodontics.
• 2014 — BS, Graphic Design, The Art Institute of California — San Francisco