Head of UX and CX Co-Lead
At TBWA\Health Collective, a partnership between TBWA\Worldhealth and TBWA\Chiat\Day, I built and led the agency’s UX department and co-founded the CX practice—driving innovation in user experience across major life-science and healthcare brands leading to increased revenue and stakeholder satisfaction.

I championed human-centered design in regulated industries, developing scalable systems, AI-enabled processes, and measurable digital experiences that simplified the healthcare journey for patients, professionals, and caregivers. These initiatives not only elevated our creative and operational standards but also positioned TBWA\WorldHealth as a forward-thinking leader in simplifying the healthcare journey for patients, professionals, and caregivers. As a member of the leadership I also had a large role in agency change management, working to improve agency workflows and delivery.

Below are several mini-case studies demonstrating leadership in this role.

Co-Founding \TBWA’s CX Group
Optimizing and Leading \TBWA’s UX offering
Change Management & Optimization

Co-founding TBWA\CX

Challenge: Siloed UX, Experience Strategy, Creative Technology, and Data & Analytics teams often leading to unclear roles and responsibilities. Strategic and creative output that left room for improvement.

Solution: From 2024-2025 I partnered with the department leads of to found a new department—TBWA\CX. We worked to develop new workflows, define roles and responsibilities, and productize client offerings.

Outcome: Increased collaboration across disciplines leading to innovation and measurable success for clients, including Moderna and BMS. Increased revenue, as clients requested more CX offerings and add-ons—in one case a project’s scope increased by 50%.

Below are highlights from the roll-out deck presented to the agency in 2024:

“It’s not easy to build a department at the same time as working on extremely complicated brands. But Brian has found a way. Always willing to step in and step up to ensure that not only the final product is perfect, but the process to get there is as well. He sees every barrier as an opportunity to get better. And he has proven that time and time again on Moderna, BMS, and every account that he works on.”

— Chris Rudnick, Managing Partner

Optimizing & Leading TBWA’s UX offering

Challenges: When I arrived at TBWA in 2022, there was no centralized UX team. At that time, it was a more traditional creative-driven agency and the UX discipline was not largely valued. UX designers often provided inconsistent POVs, design work, and ability to show up for their brand teams and clients.

Solutions: I worked with agency leadership and to provide:

UX education and evangelism
Process improvements
Productizing our UX offerings
Consistency in design and POVs
Mentorship to both my UX team and those in other disciplines, including account services, creative, and strategy

Outcomes: A new respect for UX across the agency as impactful and valued teammates. High retention rate and employee satisfaction on my team. Year-over-year, the agency saw revenue growth in both existing and new UX offerings, such as research and accessibility compliance.

Below are highlights from UX leadership presentations in capabilities, best practices, and ways of working:

UX capabilities productized

“[Brian is] one of the best mentors I’ve ever had. His deep UX expertise, combined with strong leadership and collaboration skills, made a huge impact on our team. He worked seamlessly across creative, dev, and copy — always bringing people together and elevating the work. I’ve learned so much from him and continue to be inspired by his leadership. If I ever get the chance to work with him again, I’d jump on it in a heartbeat.”

— Margi Umriger, Senior UX Designer

Change Management in Agency Operations

Challenges: Across the agency, project workflow and documentation differed by team—especially on “digital” work. This led to lack of clarity on team roles, timing, and process steps to outputs. This often led to

A rush to kickoff projects
Misalignments between team and client expectations
Barriers to major tactical activations were found late in the project timeline
“Reinventing the wheel” when designing and creating documentation
Burnout and uncertainty

Solutions: Consistent workflows, best practices, and templates for:

Wireframes for all tactics created in Figma (websites, social, diosplay ads, iPad visual aids)
Digital manuscripts aligned to UX writing best practives
Project briefs

Outcomes: Improvements in:

Spotting co-dependencies and gaining alignment BEFORE project kickoff
Better alignment internally and with clients in upfront on expectations
Employee satisfaction scores and understanding of roles and responsibilities
Projects delivered cleanly and on-time

Below is a training deck that defined project workflow and explained the new brief templates:

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“Brian brings transparency, sharp instincts around CX capabilities and process, and a natural ability to connect with people—adding both structure and energy to everything he touches.

He shows up to every workshop with a smile, relates to clients and builds trusted relationships, and guides internal cross-functional teams with confidence. When challenges arise, he jumps in with a collaborative mindset and finds practical, actionable solutions.”

— Rafaella Medeiros Kanbar, SVP, Experience Strategy