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Rima Campbell

Executive User Experience Strategist & Research Leader | Ex-Citi & UserZoom & UserTesting | Enhancing UX for Growth-Stage Tech Companies

Professional Background

Rima Campbell is a dynamic and visionary Experience (UX) Strategist with two decades of dedicated experience in driving user-centric design initiatives and research. With a passion for transforming user experiences, Rima is particularly focused on assisting Series A-C technology companies. Her work is integral in enhancing critical business metrics, particularly in improving customer acquisition costs (CAC), increasing lifetime value (LTV), as well as optimizing monthly recurring revenue (MRR) and annual recurring revenue (ARR). With a commitment to leveraging data-driven insights, Rima effectively reduces churn rates while optimizing gross margins through targeted user-centric strategies.

Throughout her career, Rima has demonstrated her prowess as a proven leader in the UX field. She has successfully built and led various cross-functional teams to achieve outstanding transformations in user experiences. Her rich tenure at esteemed organizations such as UserZoom and Citi has fortified her capabilities in user research, customer insights, and strategic UX deployment.

In addition to her impressive professional endeavors, Rima is dedicated to mentoring emerging talent in the UX domain and is deeply committed to driving impactful change in the digital landscape.

Education and Achievements

Rima's educational foundations were laid at Damascus University of Business, where she studied for her Bachelor's degree in Marketing. Following this, Rima furthered her design skills at Florida State College at Jacksonville, acquiring an Associate of Arts and Sciences (AAS) in Design and Applied Arts. This educational background equipped her with both marketing acumen and design expertise, enabling her to bring a unique perspective to her UX strategies.

Career Trajectory

Rima's illustrious career spans numerous roles and organizations. She has held pivotal positions at major firms, showcasing her versatility and growth in the UX field. Most notably, she served as the Vice President of Experience Research & Strategy at UserTesting, where she played an influential role in shaping the company's user experience strategies.

Previously, Rima functioned as the Chief Member at Chief, promoting diversity and innovation within leadership roles. In her earlier tenure with UserZoom (now part of UserTesting), she distinguished herself as the Vice President of UX Research Partner, further cementing her reputation in user research.

During her extensive career at Citi, Rima held multiple senior leadership positions. Among them were roles such as Senior Vice President of User Experience Team Manager for the FinTech sector, and Senior Vice President of Global User Research Center of Excellence. Rima's contributions in various capacities, including User Experience Strategy, Customer Insights, and Usability Management, allowed her to drive significant improvements in user satisfaction and engagement across Citi’s platforms.

Before her robust experience in the corporate ecosystem, Rima showcased her entrepreneurial spirit by owning and managing Royal Food Store, where her leadership and management skills were put to the test. Furthermore, she also operated as a graphic artist at M&M Design & Architect, demonstrating her diverse skill set and creative flair. Her capacity for strategic management was also evident during her tenure as Business Manager at Boukai & Seropian, Trading & Consulting (B&S) and EMEC - Oil Services, alongside a solid grounding at the Johnson and Johnson Agency.

In all her roles, Rima has continuously illustrated her commitment to fostering collaborative and productive environments. Her vast skill set, deeply rooted in customer experience and success, equips her with the means to navigate and innovate the evolving digital landscape.

tags':['User Experience Strategy','User Research & Usability','Customer Insights','Customer Experience','Customer Journey','Cross-Functional Collaboration','Data-Driven Decision Making','Leadership in UX','Mentorship in UX','Transformational UX Strategies','User Experience Design','Citi Experience','UserZoom Experience','UserTesting Experience','Entrepreneurship','Marketing Education','Design Education','Technology Sector']

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Rima Campbell
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Location

United States