Management to Leadership: Part 3 of My Journey From Designer to Career Coach
A Story of Growth, Learning, and Helping Others Thrive
This is part 3 of a 3-part series, College to Confidence is part 1, Managing Change is part 2.
Shifting Focus: Joining a Larger Agency with an SEO Emphasis
Although my next title of Senior Front-End Engineer might have seemed like a step down compared to my previous role, the shift was intentional. I was looking for a less stressful environment where I could focus more on my craft, and this position provided an opportunity to reconnect with the hands-on aspects of design and development that I had always enjoyed.
The timing of this transition, however, was followed closely by the onset of the COVID-19 pandemic. Like many companies, we quickly shifted to remote work, which introduced new complexities into my routine. While working from home was technically seamless thanks to the tools we were already using, balancing the demands of two small children and work became a challenge.
What helped me succeed during this time was learning to be flexible in new areas—not just in terms of skills or managing my workload but also in terms of setting realistic expectations for myself. This period reinforced the importance of maintaining balance, a lesson I now pass on to clients who are navigating similar challenges, especially in a world where remote work has become the standard for many.
Building a Department from the Ground Up: A New Opportunity
Just five months into this new role, I was presented with an exciting opportunity: to lead the creation of a new department combining UX, design, and web development. This was a chance to bring together talent from across the company and create a cohesive, high-functioning team.
In the early stages of building this department, I had to set my own priorities and define what success would look like. While the autonomy was liberating, it also required proactive discovery. I had to seek out information, connect with adjacent discipline leaders, and ask the right questions to ensure I was meeting the company’s needs.
This experience reinforced the importance of setting expectations—about how to allocate time and what success looks like. As a coach, I now help clients navigate similar challenges, showing them how to thrive in roles where the path isn’t always clearly defined.
Standardizing Processes and Raising Quality: Leading Through Change
Our client base began to shift as we started working with larger, high-profile companies that demanded a higher level of polish and scalability in the websites and brands we were building. I worked closely with adjacent disciplines like Account Management and Project Management to ensure we had the right resources and time allocated for these higher-profile projects.
My goal was to ensure that design was not just an afterthought but an integral part of the planning process from the start. By building connections and collaborating closely with other teams, we were able to influence expectations early in the project lifecycle, leading to better outcomes for both the agency and the client. These lessons in communication, collaboration, and strategic planning are now pillars of my coaching practice.
Expanding the Offering: Tying Value to Design
As our design offerings gained traction I helped lead the charge in expanding our service offering to include Conversion Rate Optimization (CRO), which complemented our SEO efforts. This initiative allowed us to provide a more comprehensive value proposition and the success we saw with a few key accounts highlighted the importance of continually evolving and tying the value of design to tangible business outcomes.
This process of iterating on our roles and deliverables taught me a great deal about the importance of “swimming with the current.” Rather than forcing over-complicated plans, we learned to adapt and evolve with smaller adjustments as needed. This lesson is something I emphasize when coaching clients who are navigating rapid changes in their own organizations or industries.
Navigating a Business Downturn and Making Tough Decisions
Unfortunately, even as our Conversion Rate Optimization offering gained traction, the broader business began to experience a downturn. I had already begun casually exploring other opportunities but felt deeply invested in the team I had built.
The decision was ultimately made for me when I became part of a round of layoffs. It was a jarring experience—after 27 years of continuous full-time employment, the sudden change was disorienting. At the same time, I felt an unexpected sense of relief. Staying too long in a situation that isn’t right—whether it’s a job, a team, or a project—can sometimes hold you back more than you realize.
This period of transition reinforced several key lessons that I now pass on to the professionals I coach. First, it’s important to maintain a concept from Zen Buddhism called “beginner’s mind”—to always be open to new ideas, ask questions, and build bridges with others. Second, communication and influence become far more important than technical skills as you progress into higher levels of leadership. Finally, knowing when to walk away from a situation that no longer serves you is a critical skill for long-term career success.
Starting Anew: Finding the Next Career Move and Building a Network
After the layoff, I took some time to reflect on what I really wanted from my career. It’s often said that networking is the key to finding new opportunities, and in my experience, that couldn’t be more accurate. The relationships I had cultivated over the years, along with the reputation I had built, were instrumental in helping me explore my next steps.
As I reviewed open roles and thought about where I wanted to go next, a few key aspects rose to the surface: going “in-house” at a company rather than being at an agency, and finding an industry where digital interactions facilitated and enhanced real-life experiences.
I ultimately joined a large regional retail company where my role allows me to focus on both the online and in-person customer interactions, bringing together everything I’ve learned about user experience, design, and cross-functional collaboration. I’m excited to learn the ins and outs of this new industry and continue applying the skills I’ve developed over my career to help drive meaningful outcomes.
Looking Back and Moving Forward: Leadership Lessons Learned
Leadership wasn’t about titles, control, or getting my way — it was about impact. About creating the conditions for people to do their best work, grow their skills, and trust themselves a little more each time they took a risk.
The journey wasn’t a straight line. It was filled with pivots, doubts, and unexpected opportunities. But every shift — from designer to manager to leader — shaped how I show up today.
And the truth is, leadership isn’t a finish line. It’s a craft you keep building, just like design.
If you’re interested in how stretch goals, trust, and real-world growth shape stronger design careers, I wrote about it more recently in Stretch Goals Aren’t About the Work — They’re About the Team.
Thanks for reading my story. If you’re on your own path from craftsperson to leader, I hope it reminds you: growth is messy, nonlinear, and absolutely worth it.
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I write weekly articles for designers and design leaders who want to grow their impact, lead with clarity, and build careers that actually feel sustainable.