Real. Clear. Consistent.
"I drive UX strategy and lead high-performing teams to create scalable, user-centered solutions for complex B2B platforms in Agile settings."
Emma Soto
UX and Product leader with 19 years of experience designing user-centered solutions across complex B2B systems. I specialize in eCommerce, mobile apps, payment systems, CMS, and Salesforce—driving strategy and execution through Agile leadership, data-informed decisions, and scalable, business-aligned design.
Cosmo Prof Beauty(Sally)
2022 – Present
As UX Manager for a B2B eCommerce platform, I lead a cross-functional, Agile UX team in designing intuitive, user-centered digital experiences. I oversee the design system to ensure consistent, scalable design across products, and work closely with product, engineering, and marketing to align UX strategy with both business and customer goals. This collaborative, data-informed approach led to a 33% increase in average order value (AOV) through a redesigned Product Listing Page (PLP) and a 54% reduction in cart abandonment with the implementation of a targeted bonus product feature.
Horace Mann Insurance
2006 – 2022
As Product and UX Manager at an insurance company, I owned the UI/UX product strategy and led end-to-end design direction for key initiatives, including a mobile app redesign and customer portal enhancements. Serving as a Subject Matter Expert (SME) in usability, interaction design, and design systems, I ensured cohesive, user-centered experiences across web and mobile platforms. I collaborated with engineering, marketing, and customer success teams to align design, development, and business objectives. I conducted user research, defined product requirements, and delivered wireframes, journey maps, and interactive prototypes to support Agile workflows. Additionally, I managed the product roadmap and backlog, prioritized features, and drove post-launch optimization through A/B testing and change management.
Beyond Work
Outside of work, I’m all about movement and the outdoors. Whether I’m hiking, cycling, or just walking my dog, I find energy and clarity in fresh air and open spaces. When I’m not outside, you’ll likely find me at Orangetheory, Pilates, or yoga—keeping both body and mind engaged. As they say, "Movement is a medicine for creating change in a person's physical, emotional, and mental states." Staying active keeps me balanced and fuels the creativity I bring to my work.