Michael Murphy, MBA
I'm
Product Leadership
MBA-educated executive with 15+ years driving digital transformation and product innovation across Fortune 500 companies and B2C startups. Proven track record of generating $1B+ in revenue growth while leading cross-functional teams to deliver market-defining solutions across FinTech, Healthcare, Energy, and enterprise software sectors.
Product Strategy & Execution
Drive product vision from concept to market launch, with a record of generating $1B+ in revenue while aligning cross-functional teams around a culture of test & learn experiementation that drives progress.
Digital Transformation
Lead enterprise-wide digital initiatives that break down organizational silos, accelerate innovation, and deliver measurable efficiency gains across complex business environments.
Revenue & Growth Leadership
Lead product initiatives generating hundreds of millions in revenue and new assets under management, while driving multi-fold customer base expansion across FinTech, Healthcare, and Energy sectors.
Cross-Functional Team Leadership
Build and scale high-performing teams across product, engineering, marketing, and business units, fostering collaboration and a culture of data-driven decision-making.
Innovation & Change Management
Champion organizational transformation by breaking down org silos, identifying market opportunities, driving innovation culture, and executing strategic initiatives that deliver competitive advantage.
Executive Stakeholder Management
Influence and align C-suite executives and key stakeholders around strategic vision while managing complex organizational dynamics and decision-making processes.
Professional Experience & Education
Senior UX Digital Product Strategist
2022 – Present
The Vanguard Group, Dallas, TX
Lead digital product strategy for Vanguard’s Wealth Management segment, driven by DVF: desirability, viability and feasibility.
- Direct cross-functional teams across UX, product, engineering, and analytics to execute strategic initiatives aligned with Jack Bogle's investment philosophy
- Orchestrate organizational change management to break down silos and accelerate enterprise-wide innovation and go-to-market execution
- Champion executive stakeholder alignment through strategic design thinking workshops that drive client-centered decision making at the leadership level
- Architect long-term digital transformation roadmaps that capture generational wealth transfer opportunities and expand market reach with emerging investor demographics
- Influence product investment decisions through data-driven insights and strategic business case development that connects user experience to measurable business outcomes
Founder & Innovator
2023 – Present
Greenan AI LLC, Dallas, TX
Build and lead a venture studio focused on human-centered AI products, including Tod Listens and Public Imaginary—two original platforms redefining voice-first interaction and AI persona creation.
- Develop and execute product vision and GTM strategy across multiple AI ventures, uniting user insight, technical feasibility, and commercial viability
- Design Tod Listens, a UI-less voice AI platform, to provide meaningful, secure, app-free conversations via phone—driving engagement across diverse age groups
- Launch Public Imaginary, an AI persona builder empowering creators and small businesses to represent their brand through intelligent, customizable AI voices
- Lead all facets of business development: product design, prompt engineering, infrastructure, legal (LLC, DBA), pricing, and marketing
- Integrate & experiment with API combos (OpenAI, Deepseek, Twilio, Firebase, Stripe, ElevenLabs) to build scalable, conversationally rich AI experiences
Senior Manager, UX Product Design
2021 - 2022
CVS Health, Dallas, TX
Spearheaded development of B2B software product Zinc Health Services that generated $1B in new revenue within its first year.
- Player/Coach leader on innovation lab team for enterprise-level pharmaceutical software solutions
- Evangelized design thinking methodology to C-suite executives, transforming product development approach
- Scaled team, doubling in size while maintaining quality and accelerating delivery timelines
- Orchestrated development of Zinc Health Services, a pharmaceutical sales reporting platform that became a flagship revenue generator for CVS
Manager UX Design & Front-end Development
2016 - 2021
Vistra Corp, Dallas, TX
Led digital transformations and zero to one brand launches that quadrupled customer base across three retail brands through innovative acquisition and retention strategies.
- Orchestrated comprehensive digital strategy across multiple consumer electricity brands
- Pioneered innovative retention programs including 1-click renewals and personalized usage alerts later adopted by flagship brands
- Designed advanced customer journey strategies leveraging omnichannel communications (email, phone, web, social media)
- Championed agile transformation across product, development, marketing, and executive stakeholders
Master of Business Administration (MBA)
2024 - with Honors
The University of Texas at Austin, McCombs School of Business
McKinsey & Company Management Accelerator (Certificate)
2023
Vanguard's Leadership Training Program: Problem Solving & Business Strategy
Master of Arts in Graphic Design (MA)
2018
Savannah College of Art & Design, School of Design
Bachelor of Arts in English (BA)
2010
The University of Texas at Austin, College of Liberal Arts
Business Impact
Businesses that excel in innovation flatten organizational structures, empower local teams, and place both responsibility and authority with the teams doing the work—always connected to bigger picture strategic objectives. This philosophy drives my approach to delivering measurable results.
Revenue Growth
Spearhead strategic initiatives that have generated billions in new revenue and business value through innovative solutions at the intersection of market viability, customer desirability, and technical feasibility.
Digital Transformation
Lead modernization of legacy systems and development of AI-ready user interfaces through dynamic micro-frontend architectures that enable semantic user dialogue and intelligent system responses.
Customer Retention
Drive customer retention by creating moments of unexpected delight built on foundational technology that reliably works, while optimizing the customer lifetime value equation through strategic touchpoint design and behavioral economics principles.
Operational Efficiency
Integrate backend customer support roles into the product innovation cycle to proactively identify trending issues and resolve process bottlenecks, creating operational efficiency that delivers value for both business and clients.
Market Expansion
Execute beachhead strategies for B2C subscription startups, drive multi-fold customer growth through fighter brand positioning in competitive energy markets, and capture emerging wealth transfer opportunities by expanding market share with Millennial and Gen Z investors.
Organizational Navigation
Navigate complex organizational structures to empower teams and amplify their output by systematically clearing blockers, identifying accelerators, and building strategic alliances that unlock exponential productivity gains across enterprise environments.
Case Studies
The following case studies illustrate strategic initiatives I’ve led across FinTech, Healthcare, Energy, Artificial Intelligence, and Consumer markets. Each example highlights how thoughtful design, cross-functional leadership, and executional rigor delivered meaningful business results. Additional work samples are available upon request.
- All Initiatives
- Digital Modernization
- Enterprise Solutions
- Growth & Retention
- AI Innovation
Vanguard Wealth Management Multi-generational Innovation
Driving digital transformation for a high-growth business unit through UX-led strategy, aligned with generational shifts in investor expectations
The Context
Vanguard’s Wealth Management segment stood at a crossroads: Baby Boomer clients trusted the firm’s long-held principles, while their Millennial and Gen Z heirs expected digital-first, intuitive experiences. The impending national $84T generational wealth transfer, the largest in US history, introduced both a threat and an opportunity. Internally, siloed teams and legacy systems slowed progress toward delivering a unified, modernized product experience.
What We Did
As Sr. UX Strategy Lead, I partnered across product, engineering, and analytics to design a forward-looking digital strategy rooted in client needs and behavioral insight. We created shared visibility across siloed teams, facilitated design thinking workshops internally and with clients, and delivered a roadmap that balanced familiarity for existing clients with useful 'delighters' and net-new innovation to attract & retain new generations.
Impact
The Wealth Management unit saw a 42% increase in assets under management and we achieved the highest-ever client satisfaction ratings as a result of this work. The initiative continues forward positioning Vanguard to grow share among digitally native investors—without compromising the trust of our long-standing clients.
CVS Health: Transforming a B2B Sales Platform
Reimagining internal B2B software to unlock new revenue streams and operational clarity across CVS’s national sales operations
The Context
CVS Health’s enterprise pharmacy benefits arm (PBM) needed a centralized digital platform to streamline pharmaceutical sales reporting across a fragmented national footprint. External pharma-sales teams, reliant on outdated, inconsistent tools that created inefficiencies, were cancelling their contracts for enhanced sales data reporting software from CVS, preferring to find alternative solutions within a rapidly evolving healthcare landscape.
What We Did
As part of the CVS Innovation Lab, I led UX strategy for Zinc Health Services, a new enterprise SaaS platform designed to transform pharmaceutical sales reporting. External B2B clients—initially frustrated by fragmented tools and slow insights—became active collaborators as we reframed the experience through human-centered design. Internally, I aligned UX, product, and engineering teams behind a shared vision. Through executive-level design thinking workshops, we surfaced critical pain points and business requirements that informed a full platform rebuild—delivering real-time sales data to both CVS leaders and pharmaceutical partners nationwide.
Impact
The new platform generated over $1B in revenue within its first year, thanks largely to the pharmaceutical partners' direct invovlement in the product discovery & road mapping process. The Innovation Lab team deliverd ahead of schedule and with continued embedded external stakeholder inolvement to set a precedent for how enterprise software could be developed and scaled within the CVS ecosystem.
Vistra Energy Market Expansion with Fighter Brands
Scaled a digital growth strategy across three retail energy brands, unlocking 5X customer base growth in a competitive deregulated market
The Context
Operating in one of the most competitive energy markets in the U.S., Vistra Energy aimed to expand beyond its flagship TXU Energy brand and grow its retail customer base. Facing rising churn and low digital engagement, the business needed a unified, insight-led approach to gain market share through differentiated brand experiences.
What We Did
As UX Manager, I led omnichannel UX strategy and product design initiatives within a core intrapreneurial team tasked with launching three new “fighter brands” to compete against entrenched legacy players. The lead brand, 4Change Energy, paved the way with innovative retention programs, refreshed onboarding flows, dynamic pricing tools, and creative ad campaigns. Collaborating across marketing, product, and IT, our team introduced simplified enrollment, one-click renewals, and compassionate collections strategies—many of which were later adopted as industry best practices across the consumer electricity sector.
Impact
The customer base grew 5X across the three brands, adding hundreds of thousands of new customers and driving Vistra’s most critical growth metric. Agile delivery cycles and UX-driven innovation repositioned Vistra as a digital contender in a commoditized energy landscape.
Tod Listens: Voice-First AI Companion
Developed a voice-only AI platform that reimagines conversational technology through empathy, accessibility, and simplicity
The Context
As screen fatigue and loneliness became growing concerns, we set out to build a voice-only AI experience that felt human, intuitive, and private—without apps or friction. The goal: to offer comfort, clarity, and conversation to anyone with a phone.
What We Did
I led product design and UX research for Tod Listens, focusing on a conversational flow that balanced emotional intelligence with simplicity. We integrated OpenAI, Twilio Voice, and ElevenLabs to deliver an experience that could respond empathetically, remember context, and respect caller privacy. User testing guided decisions around pacing, language, and trust signals.
Impact
Launched a fully functional MVP with positive feedback from users across generational segments. Tod Listens pioneered a UI-less AI companion experience, establishing a model for future audio-first, emotionally intelligent interfaces.
Building a No-Code AI Platform for Creators
Launched a creator-first platform enabling anyone to build and share AI-powered versions of their voice, identity, or expertise
The Context
Generative AI exploded—but lacked accessibility for creators who wanted to express themselves or scale their knowledge through conversational AI. We saw an opportunity to empower small brands, educators, and influencers to build and publish their own AI personas.
What We Did
I led product and UX strategy, building a no-code persona builder that guided users from defining tone and expertise to launching public-facing chat or voice experiences. We integrated OpenAI, Firebase, and vector search to support memory and contextual recall, while keeping onboarding delightfully simple.
Impact
Public Imaginary launched with strong adoption in the creator and nonprofit community, unlocking new revenue and reach for users building custom AI identities. The platform is now expanding use cases into education, coaching, and fan engagement.
truBrain Subscription Growth Strategy
Optimized digital acquisition and customer retention for a nootropics brand, boosting LTV and subscriber loyalty
The Context
truBrain, a direct-to-consumer cognitive supplement brand, faced a saturated e-commerce market and needed to stand out while improving subscriber retention and lifetime value.
What We Did
I developed a beachhead growth strategy focused on optimizing the digital subscription funnel, personalizing retention flows, and introducing micro-interactions tied to customer milestones. Lifecycle segmentation was paired with pricing tests and plan customizations to reduce churn.
Impact
Increased LTV and significantly reduced churn across core customer segments. The strategic improvements re-positioned truBrain for sustainable growth with a clearer brand narrative and tighter digital feedback loops.
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