RICHARD TOMBELLI

517-290-8539 | rictombelli@gmail.com | Verona, KY

UX/UI Designer – Industrial and Enterprise Software

Independent UX and digital systems consultant delivering workflow-driven platforms, dashboards, and CRM-integrated user experiences for complex organizations. Adept at coordinating cross-functional teams, leveraging analytics data to drive decisions, and activating CRM-based workflows, segmentation, and personalized messaging. Skilled at translating requirements into clear roadmaps, managing timelines and budgets, and delivering measurable outcomes for both B2B and B2C brands.

Work Experience

Romanelli Design Verona, KY
Owner – Digital Marketing Consulting 2023 – Present
Independent UX and digital systems consultancy delivering workflow-driven platforms, dashboards, and CRM-integrated user experiences for complex organizations.

· Coordinated multi-channel campaigns and vendor deliverables that secured $1MM+ in pledges, ensuring timelines and assets stayed on track.

· Met directly with clients and stakeholders to define goals, success metrics, and UX priorities.

· Built CRM-based customer journeys in HubSpot and Monday.com, including segmentation, automation workflows, and personalized messaging triggers.

· Monitored campaign analytics (GA4, HubSpot, Meta Ads, Webflow dashboards) to optimize engagement, refine journeys, and improve conversion performance.

· Applied journey-mapping logic, aligning audience triggers, decision points, and behavior-based personalization.

· Launched CRM-driven email campaigns/automated user journeys, elevating open rates by 40%.

· Incorporated AI-driven marketing and advanced SEO tactics to enhance content visibility and sustain growth.

· Implemented digital endpoint monitoring to refine campaign performance and ensure operational precision.

Hillsdale College Hillsdale, MI
Director – Digital Marketing 2019 – 2023

Directed comprehensive digital marketing and UX strategies at a top liberal arts college, managing a cross-functional team with a $4.1M budget to boost enrollment and outreach.

· Oversaw UX/UI redesign and SEO initiatives for 21 websites, generating 14.6M annual users and enhancing donor acquisition and student recruitment.

· Defined audience segments and user needs through analytics, campaign data, and usability-informed testing.

· Expanded social audiences to over 1.1M followers through data-driven content strategies, achieving a 20% increase in click-through rates.

· Maintained regulatory and compliance documentation for marketing assets and campaigns.

· Led data-driven segmentation and behavioral analytics to optimize multi-channel outreach, improving campaign relevance and personalization.

· Interpreted large-scale user behavior datasets (14.6M+ annual users) to refine journeys, messaging cadence, and conversion pathways.

· Collaborated with IT/analytics teams in structuring data governance, tagging frameworks, and event-tracking to support compliant, actionable insights.

· Allocated a $4.1M marketing budget to boost paid reach by 37% and drive 48.5% organic growth in one year.

· Implemented AI automation to enhance targeting precision and improve marketing ROI.

· Established deadlines and tracked deliverables across multiple teams to ensure campaign readiness.

· Integrated pragmatic trial UX methodologies in campaign testing to refine study design strategies for research communications.

Dart Container Corporation Mason, MI
Enterprise User Experience – Web Technologies 2016 – 2019
Key member of Agile design and development team responsible for delivering customer-centric B2B and B2C websites and mobile applications.

· Developed a multi-language mobile app for DCSC International that increased customer support efficiency by 20%.

· Produced UX artifacts including IA models, wireframes, and process flows to guide Agile development.

· Directed UX/UI design for Solocup.com, including a Disney Studios collaboration for Solo: A Star Wars Story branding.

· Partnered with product owners and developers to translate business requirements into structured user journeys and workflows for both B2B and B2C environments.

· Conducted analytics-informed UX improvements, using behavioral data and performance metrics to guide feature enhancements and validate design decisions.

· Led the redesign of Dart's internal SharePoint-based intranet, improving navigation for 15,000+ employees.

Western Michigan University – Cooley Law School Lansing, MI
Director – Digital Media & Communications 2004 – 2016
Oversaw strategic activities focused on development, digital marketing, and communications for the law school's digital platforms and branding initiatives.

· Designed and implemented the Law School’s first CRM-driven admissions marketing strategy, boosting prospective student conversions by 30% and modernizing digital recruitment funnel.

· Secured 1st place in Georgetown’s Top 10 Law School Home Pages for innovative web design.

· Directed strategic development and digital marketing for the law school's platforms, increasing digital engagement by 25%.

· Implemented cloud-based SaaS solutions to cut costs and streamline operations.

· Applied digital frameworks during technology integration, reducing operational costs by 15%.

Education

College for Creative Studies | Detroit, MI

BFA, Industrial Design

Training in transportation design, human-centered design, and product development. Skilled in conceptualization, UX/UI, 3D prototyping, and design strategy. Experienced in using design thinking to enhance user experience and drive engagement.

Skills, Software, Certifications & Professional Development

· Project & Vendor Management: Coordination, Documentation, Budget Planning, Collaboration

· Digital Strategy: Campaign Development, Data-driven Analysis, SEO, Regulatory Compliance

· Technical & Creative: Enterprise UX for technical and industrial users, UX/UI Design, Journey Mapping, Wireframes, Web Design, Graphic Design, SEO, Adobe Creative Suite, CRM Campaigns

· Journey Mapping & Workflow Automation (HubSpot, Monday.com)

· Campaign Analytics & Performance Optimization (GA4, CRM dashboards, ad platforms)

· Open to full-time or contract-based project coordination roles

· AMA Symposium for the Marketing of Higher Education – National Harbor, MD

· AMA Symposium for the Marketing of Higher Education – Las Vegas, NV

· AdobeMAX Advertising & Branding – Los Angeles, CA

· IDEO U Storytelling for Influence – Online Training

· Nielsen Norman Group: Usability Week – New York, NY

Industrial UX, Technical Systems & Training Experience

Automation Graphics & Design (AGD), Inc.

Founder & Director

Technical-information firm serving global machine builders. UX for machine operators, engineers, and technical users. Human–machine interface (HMI) design.

· Produced interactive maintenance, operations, and training systems for General Motors Powertrain and Johnson Controls Plastics Machinery Division.

· Translated complex mechanical drawings and assembly schematics into intuitive instructional content for shop-floor teams.

· Supported machine installations worldwide; adapted content for Taiwan, Spain, Germany, Saudi Arabia, and Brazil.

· Authored documentation policies and procedures for consistent use of engineering drawings across multiple sites.

· Pioneered early PC-based touch-screen training platforms integrating blueprints, animations, and live shop-floor video.

Graphtec Industries

Director of Design & Research

· Developed industrial graphics standards and mechanical documentation for global divisions of General Motors.

· Designed machine safety lockout systems for GM, Chrysler, Saturn, Mitsubishi, and Mazda.

· Interpreted engineering drawings and created visual communication systems supporting manufacturing and maintenance workflows.

State of Michigan, e-Michigan Center of Excellence

Webmaster & User Interface Specialist

· Designed and launched the nationally recognized Michigan.gov website, optimizing information architecture, CMS integration, and UX/UI standards; conducted ADA/508 and W3C compliance.

· Managed vendor relationships to ensure adherence to digital standards and optimize service delivery.

Adjunct Faculty – Lansing Community College
Basic Drafting I & II; Technical Illustration

· Taught orthographic projection, multi-view drawings, sectional and auxiliary views, dimensioning, tolerances, and geometric construction.

· Guided adult learners in foundational and intermediate drafting practices, technical sketching, and blueprint interpretation.

· Developed course materials integrating hands-on assignments and applied problem-solving.

Core Technical Competencies

· Blueprint interpretation (mechanical, machining, architectural)

· Orthographic projection, multi-view drawings

· Sectional and auxiliary views

· Dimensioning and tolerancing

· Drafting fundamentals and technical sketching

· CAD literacy and visual communication systems

· Industrial safety documentation & machine-interface design

· Instructional design for adult learners

· Interactive training content development