William Blacklock

Graphic Design and Optimization Lead at Pushnami, driving conversion-focused design across product and marketing. Lead CRO initiatives using data, testing, and user behavior insights to improve performance, while owning all visual design across the company.

TwinB is an AI-first product and workflow studio building scalable brands, digital products, and automation systems. I design and deploy end-to-end growth infrastructure, spanning brand identity, print collateral, video production, social campaign management, product UX, and AI-driven workflow automation using n8n, Supabase, and headless architectures. Recent work includes SaaS platforms like Keep22 and Binthere, DTC brand systems such as Beast Putty, modular microservices, automated SEO engines, and conversion-focused websites built for scale.

Champion of user first thinking with a focus on coaching and mentoring teams in Enterprise Design Thinking. I bring a balance of program management and design experience, using AI driven workflows, content systems, and clear processes to improve how teams deliver and how users experience the work. I work across product, engineering, design, and business partners to guide projects from scope through delivery. I define goals, support integrated workflows, manage resources, and keep teams aligned while staying within budget and timeline constraints. I rely on data informed decisions to navigate challenges, reduce risk, and keep projects moving without losing sight of quality. I build strong relationships with executive leaders and cross functional partners, making sure priorities stay connected to real organizational goals. I focus on measurable outcomes and return on investment, supported by real time dashboards, UI and UX insight, and AI enhanced creative solutions. I care about building a healthy team culture where good work is repeatable and success is sustainable. At the center of it all, I bring a designer’s eye, a program manager’s structure, and a systems mindset that helps teams deliver at a higher level.

Experienced in visual design, marketing, and leading design-driven projects with a focus on enhancing user experience by leveraging the Enterprise Design Thinking framework and project management strategies. Strong, proven expertise in UI/UX and visual design, rapidly prototyping from concept to wireframes and into high-fidelity executions. Move at start-up speed to define and deliver products that address IBM Consulting practitioners' and stakeholders' needs. Collect, prioritize, and synthesize user feedback through an accessible submission pipeline. Manage hand-offs, technical requirement documentation, and story writing for the development team. Partner with cross-functional teams to create innovative, user-centric solutions while managing resources within budget constraints. Expert in defining project scope, utilizing design methodologies, and integrating workflows to align initiatives with stakeholder goals. Skilled in risk management and employing data-driven insights to inform design decisions. Leverage strong interpersonal skills to coordinate with executive leaders and teams, ensuring alignment with broader organizational strategies. Consistently achieve measurable results, fostering a positive team culture and maintaining team health for sustainable success across departments. Responsible for maintaining an exceptional Net Promoter Score (NPS) on all products. Here is a case study I wrote about the process and outcomes for this role: https://wblacklock.com/ibm-garage/

Directed the development of user-centered advertising and marketing strategies across multiple departments, specializing in brand positioning and user engagement. Led the design and execution of integrated marketing campaigns across social, digital, and print channels. Conducted market research to ensure creative efforts align with user needs and business objectives. Built and scaled a high-performing design team to deliver exceptional outputs across various platforms, contributing to the growth of MVP Index. Served as a subject matter expert in social engagement, providing strategic guidance and technical expertise to cross-functional teams. Developed training materials and facilitated workshops to promote internal adoption of best practices and drive success.

As Creative Services Director at Umbel (now part of MVPindex), I led a multidisciplinary team, including Art Directors, Designers, Full Stack Developers, and Project Managers, to craft impactful, data-driven brand experiences for top sports and entertainment clients. My responsibilities encompassed translating complex research and campaign objectives into strategic briefs and activation playbooks, steering the creative vision for digital platforms and UI/UX enhancements, and collaborating with internal teams on campaign execution. I also developed a structured methodology for delivering data implementation services, from discovery through reporting, ensuring a seamless client experience. Additionally, I supported cross-functional teams in creating high-impact collateral, reports, and presentations, aligning design and messaging across marketing, client partnerships, services, and sales. Together, Umbel and MVPindex redefined audience engagement by merging fan data and social influence metrics to drive measurable impact for global brands.

Passionate about developing emerging technologies from the ground up, with full ownership of marketing, branding, user experience (UX), and application design. Oversaw the design and development of a comprehensive omnichannel product, generating millions of brand impressions and enhancing user engagement for high-profile clients, including MLBAM, NCAA Sports, NFL, NHL, Miss Universe (IMG), Premier Soccer League, and Professional Bull Riders (PBR). Collaborated with development teams to ensure seamless integration across channels, delivering an exceptional user experience. Demonstrated strong business acumen by successfully negotiating a six-figure acquisition by Umbel, driving strategic outcomes and fostering growth opportunities.

REBRANDED TO 'LODESTONE' IN 2013

As Co-founder and Creative Director at TwinB, I led a full-service, user-centric creative agency dedicated to crafting impactful brand experiences for small to medium businesses. From defining creative strategies to delivering digital and branding solutions, I was responsible for overseeing all aspects of project execution, ensuring a blend of innovative design and user-focused functionality. I managed a diverse network of onshore and offshore freelance creatives, building a collaborative environment that allowed us to deliver high-quality, strategic work tailored to our clients' unique needs. With a commitment to simple, smart, and effective design, I also contributed to business development, helping TwinB establish itself as a go-to agency for brands seeking both powerful online and offline presence.

As Co-founder and Creative Director at TwinB, and in earlier ventures like Moodfish, I’ve built a career rooted in creating impactful, user-centered brand experiences. At TwinB, I led a full-service creative agency that specialized in delivering strategic branding and digital solutions for small to medium businesses. I managed the end-to-end creative process—from strategy to execution—and directed a team of onshore and offshore freelancers to deliver results that resonated with clients and customers alike. Our work combined simple, smart, and innovative design with a keen understanding of user experience, creating both bold, attention-grabbing campaigns and meaningful, understated interactions based on each client’s unique needs. My journey began with Moodfish (formerly Turn2Live), a contextual search engine incubated through the University of Texas Business Acceleration Program. There, I created the brand identity, UI/UX, and app design, and drove the company’s rebranding and market positioning efforts. Moodfish redefined event discovery by tapping into users’ emotional intent, guiding them to content and events that matched their moods, and facilitating decisions at key moments. Across these roles, I’ve consistently focused on bridging creative strategy with digital innovation to build brands that engage deeply and drive action.

As Senior Art Director for Demand Generation Services, I spearheaded creative strategies that put the customer at the center of every campaign, transforming insights into powerful, results-driven marketing experiences. My role focused on developing compelling, big-idea concepts that resonated with target buyers, utilizing data on customer behaviors and motivations to shape meaningful brand interactions. I collaborated across departments to execute both digital and traditional media projects, ensuring consistency and impact across channels. My responsibilities spanned UI/UX design, storyboarding and managing video and digital production, as well as creating logo and packaging designs, all aimed at accelerating the sales cycle and driving measurable growth for clients.

Creative sequence through the College of Communication's School of Advertising, began my student career majoring in Microbiology.