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Andy Friedlander


Sr. Director, Digital Experience
WD Partners
As Sr. Director, Digital Experience at WD Partners, Andy brings 15+ years of experience rooted in retail which drives his passion for engaging brand advocates and communities, in addition to defining and integrating the role of digital within the brand’s eco-system. His expertise in UX and digital coupled with design thinking in order to create user-led brand experiences will be essential to multiple brands and projects across WD’s international portfolio

While based in our Seattle office, Andy will be working across the breadth of each project from discovery to concepting to execution to ensure that digital is seamlessly integrated into brand experiences. He will define digital strategies for clients to bring clarity and hierarchy for digital engagements both within a physical space and as digital content or applications.

Andy most recently spent time at Specialized Bicycle, leading the customer experience for their owned and partner retail destination locations. Prior to that he was at VF Corporation, where he created and developed a global omni-channel transformation program for their largest direct to consumer brands. Additionally, he led the creation of digital experiences for brands like Nike and Target while at Uber Minds, acquired by Deloitte Digital. Andy’s retail roots began at REI as a store manager and a community outreach manager. He established and implemented the Seattle Marketing Outreach team creating a bridge to local communities and partners.

Speaking in:

Wednesday Jul 24
8:30 - 9:00 AM
American Express Stage, Four Seasons Ballroom, Level 2

This session will dissect the Retail Portfolio Strategy, helping you move away from thinking in prototypes to a broader, more inclusive perspective of a brand ecosystem. Take an inside look at how experience design methodology brings a balance of... Read more