Resume.

PROFESSIONAL EXPERIENCE

Alaska Airlines | Seattle, WA | February 2025 – present

Director Guest Journey & Insights

Lead Guest Journey & Insights for one of the most trusted airlines in the U.S., shaping how experience drives enterprise priorities across brands.

• Set end-to-end journey strategy across the travel lifecycle, aligning product, service, operations, and communications around shared guest outcomes.

• Architect a unified insights ecosystem—integrating journey mapping, qualitative and quantitative research, operational data, and guest metrics to inform decisions at scale.

• Serve as the connective tissue between guest experience and enterprise strategy, translating signals into action and enabling consistent, guest-centered decision-making.

Tori Signorelli, Consulting | USA & Italy | Jan 2011 – Present

Principal — Experience Design & Strategic Communications Consulting

• Engaged by leaders across biotech, pharma, higher education, SaaS, and industrial sectors to shape how teams communicate, design customer experiences, and solve complex problems with an outside-in lens.

• Partnered with agencies and Fortune-level clients in earlier years as a strategic communications lead, crafting narrative, voice, and positioning frameworks across brand and customer touchpoints.

• Evolved the practice toward experience design and system-level problem solving, facilitating workshops that helped founders and product teams reframe customer challenges and align around shared priorities.

• Bridged communication strategy and experience design, enabling organizations to translate insight into action across products, services, and internal operating models.

FARFETCH | London, UK + Los Angeles, CA | July 2018 – June 2023

Senior Global Director, Service Design (2021–2023)
Global Director, Service Design (2018–2021)

Global luxury e-commerce marketplace and SaaS platform

• Built and led a 30+ person global organization spanning Voice of the Customer, Service Design, Journey & Experience Management, and Learning & Change.

• Redesigned the customer experience operating model, reducing cost-to-serve by 15% and generating $58M+ in GTV through personalized digital service offerings.

• Led the development and launch of Luxury New Retail, establishing new standards for omnichannel luxury experiences at global scale.

• Created an AI-driven Customer Experience Index, enabling leadership teams to make experience-led decisions and improving customer engagement by 6 points.

• Drove 70% adoption of digital self-service, improving efficiency while preserving high-touch service for complex and high-value customer needs.

ELM Learning | San Diego, CA | October 2015 – July 2018

VP, CX & Service Design | CX Director | Service Design Consultant
Digital learning experience design agency serving Fortune 500 clients

• Built and scaled four core functions—Client Services, Project Management, Learning Experience Design, and Consulting—leading a team of 50+ across full-time and contract roles.

• Launched and grew a profitable consulting business unit, owning P&L and driving sustained revenue growth.

• Improved client retention and project profitability through disciplined scoping, pricing, and experience-led delivery models.

• Integrated content and experience design into learning programs, aligning engagement strategies with client goals and business outcomes.

• Increased NPS by 10 points by strengthening service delivery, trust, and long-term client relationships.