genuine / collaborative / inclusive / empathetic / user obsessed / coach / trusted partner / team builder / thematic thinker / pro-active / insatiably curious / relentless / risk manager / positive enabler

Racine Romaguera

new york


Photo of Racine Romaguera

Senior digital leader with 20+ years experience ideating, designing and developing digital solutions to amplify business value through innovation and execution at scale. Committed to building a culture of empathy and integrating user-centered design into everyday thought. Advocate continuous learning to promote innovative thinking across the entire digital team.


VP, Managing Director, UX & Front-End Engineering
2007 to Present

Strategic Initiatives //

Leadership, Growth & Execution //


Senior Business Analyst :: 2001 to 2007
  • Designed internal CMS application that enabled non-technical teams to create complex intranet sites independent of Front-End Development or IT Engineering departments.
  • Combined back-end systems knowledge, database analysis, focus groups and individual interviews to write comprehensive functional specifications for sales enablement applications and to enhance business process.
  • Always user centered, grew UX best practices to enhance functionality, resolve localization difficulties and remediate legacy issues within current CRM systems.

DicksSports.com, ULTA.com & ZanyBrainy.com

Director, Front-End Development :: 1999 to 2001
  • Recruited by CTO of $100M 'bricks-to-clicks' eCommerce incubator to lead digital merchandising innovation, development and ongoing production at Accordia, aka Online Retail Partners.
  • Worked directly with the CEOs and presidents of each .com to strategize, brand and build their first online channels.
  • Clients included:
    • $1B sporting goods shop Dick's Sports
    • $280M cosmetics business ULTA
    • $250M smart toy retailer Zany Brainy
  • Responsible for client discovery, front-end web development and interactive web merchandising as well as strategic user-experience to ensure that every online shopping session was engaging and successful.
  • Drove value-added interactive content through deep company research, competitive analysis and focus group studies.


Manager, Front-End Development :: 1996 to 1999
  • Led front-end development for the launch of Barnes & Noble's first online retail business in May 1997.
  • Grew the site from a fledgling 50 page online catalog to a multi-category Amazon rival.
  • Drove every redesign at bn.com: guided designers, developers and freelancers in coordinated effort with outside design agencies such as Organic Design and Roger Black’s Interactive Bureau.
  • Headed a team of over 30 consultants and full time employees.
  • Collaborated closely with technical teams to integrated All Music Guide content for the creation of dynamically generated bn.com Music site.


  • School of Visual Arts NYC
    BA Graphic Design

Professional Development

  • Digital Marketing
    Independent NYC
  • Digital Photography
    School of Visual Arts NYC
  • UX Intensive
    Adaptive Path DC
  • Web App Summit
    Adaptive Path NYC
  • Project Management and Database Analysis
    NYU, School of Professional Studies
  • Presentations…and Beyond
    Decker Communications


  • An Event Apart: Seattle, Chicago, Orlando
  • L2 Inc. Digital Leadership Academy
  • 99u Conference
  • The Next Web
  • Gartner Marketing Symposium