New York, NY / Miami, FL / Monterrey, Mexico, Prague, Czech Republic, Madrid, Spain


Dynamic and results-driven Global Chief Design Officer with a proven track record of building and managing international UX/CX product design teams. A strategic visionary, successfully led a global team of 150+ resources in 7 locations worldwide, driving excellence in design, development, methodology, and strategy. Expertise spans from global project management to direct client interaction & management with industry giants like Direct TV HBO MX, NetFlix MX , FEMSA, Telefonica, Cisco, Hard Rock Hotel Group, Whirlpool, The Home Depot, Santander Bank, Oxxo, Topo Chico, BBVA Bank, Scott’s makers of Miracle Grow, Vodafone and others. Recognized as a Global Design Authority, directed initiatives impacting 29+ country specific platform CEMEX GO, showcasing leadership in design system creation, visual language development & staffing optimization.

Download Neoris Enterprise UX Design White Paper by Robert Santoré
case study

Fostering best practice modern Enterprise UX & Design (EUX-D) Offerings Globally

About Cemex

Role: Global Design Authority

CEMEX S.A.B. de C.V., commonly referred to as Cemex, stands as a prominent Mexican multinational corporation specializing in the production and distribution of building materials. With its headquarters situated in San Pedro, near Monterrey, Nuevo León, Mexico, Cemex has established itself as a global leader in the construction industry. The company’s primary focus lies in the manufacturing and distribution of key construction components, including cement, ready-mix concrete, and aggregates.

Operating on an international scale, Cemex has a widespread presence, serving customers in more than 50 countries around the world. This global reach has positioned the company as a key player in the construction materials sector, contributing significantly to infrastructure development across various nations.

In the year 2020, Cemex achieved remarkable recognition by being ranked as the fifth-largest cement company globally. This acknowledgment was based on the substantial amount of cement the company produced annually, reaching an impressive 87.09 million tonnes. Such a standing underscores Cemex’s substantial impact on the global construction landscape and highlights its commitment to excellence in manufacturing and delivering essential building materials.

About Neoris

Role: Global Chief Design Officer

NEORIS, a wholly owned subsidiary of Cemex, emerges as a dynamic force in the realm of digital acceleration and technology consulting. With a global footprint, NEORIS has positioned itself as a trusted partner for some of the world’s largest companies, offering cutting-edge solutions to drive digital transformation. Boasting an impressive legacy of over 20 years in the industry, NEORIS has been a stalwart in delivering tech consulting services on every continent, contributing to the evolution of businesses across diverse sectors.

Having executed over 1200 large-scale projects, NEORIS takes pride in its track record of success and its ability to meet the complex technological needs of its clients. The company’s reach extends to servicing more than 350 clients globally, a testament to its commitment to excellence and client satisfaction. NEORIS operates seamlessly through its 27 offices, along with Delivery Centers and Innovation Labs strategically positioned worldwide. These hubs are staffed with some of the brightest minds in the industry, diligently working towards shaping the future of business through innovative solutions and technological advancements. NEORIS stands as a beacon of innovation, dedicated to providing top-notch service and contributing to the digital transformation journey of businesses across the globe.


  • Global Chief Design Officer & Design Authority: responsible for building and managing international UX design practice. Direct report to company CEO & CIO. Member of SR management steering and business strategy team.
  • Lead international UX/CX team: focusing on Cemex’s online portal CEMEX-GO a B2B construction platform serving 60K customers in 29 countries with 250,000+ users processing 30,000 daily transactions.
  • Recruited and built global UX/CX design team with150+ resources in 7 locations worldwide: (US, Mexico, Spain, Chile, Argentina, Czech Republic & India). Initially started with 27 unorganized resources recruited new individuals to round-out team in order to handle growing project loads and build a modern, global design practice to provide services to internal and external clients.
  • Spearheaded leadership: in new Design System, Design Language, approach, UX design strategy thinking and methods.
  • Standardized: universal suite of computer systems based on role and software; Adobe Creative Suite, Sketch/Figma, XD, Zepplin, Monday.com Google Docs, Visual Studio on Mac OS for design and Windows or Linux for development.
  • Extensive travel: to on-site company offices to build relationships and unify team and work with company clients.
  • Recognized and placed directors: and country managers to organized & leverage a unified common approach within the practice so that team members, assets development were interchangeable across the Neoris & CEMEX enterprise.
  • Introduced “Agile design practice & methodology: company sponsored training” to implement a globally unified and cohesive approach streamlining and unifying practice while supporting role based/career path based advancement.
  • Oversight responsibilities: for global and regional cost centers, practice budgets and P&L.
  • Developed funded: best practice UX/CX, product development innovation lab in Monterrey Mexico & Prague
  • Responsible for: visual design strategy & launch new global, multi-language Neoris.com & Cemex.com web presence.
  • Invited to serve on: the InVision UX international design leadership committee to contribute to global design best practices.
  • Spearheaded the development: of the highly successful COVID-19 “HealthCheck” platform (https://www.Neoris.com/healthcheck), overseeing cross-platform iOS/Android and desktop architecture. Led UX design, development, and marketing collateral creation for internal and external promotion. Ensured compliance with US ADA 508 and WCAG 2.1 accessibility standards.
  • The NEORIS HealthCheck platform: distributed to over 50,000 CEMEX/Neoris employees and 100,000 client partners, facilitates employee well-being tracking and provides critical information about infection trends at specific locations. View Here
  • Distinct honor of being invited as a speaker and educator:
    Delivered keynote addresses, led a series of think tanks, encouraging a collaborative approach to problem-solving in design hands-on design workshops, engaging directly with students and faculty and industry colleagues to foster a deep appreciation for the nuances of UX design. Venues included; Monterrey Institute of Technology, Ateneo de Monterrey University and the University of Monterrey, the Charles University, Prague, Complutense University of Madrid and at the University of Miami.

CEMEX: Global Design Authority

Neoris: Global Chief Design Officer

Competitive Benchmark/Landscape Study, Stakeholders Interviews, Requirements Gathering, User Personas, Moodboards, Sketching, Wire Frames, Site Maps, Design Comps, Prototype, Final High-fidelity Assets

Adobe Creative Suite:
Photoshop, Illustrator, XD & InDesign



Bootstrap 3, Angular 2, HTML 5, CSS 3

challenges / Solutions

Building a global modern best practice user experience and visual design practice across multiple locations requires strategic planning, coordination, and cultural sensitivity. As the Chief Design Officer, I played a crucial role in shaping the design culture and ensuring consistency in user experience across diverse regions. Here are some key considerations I considered when interviewing and prior to onboarding:

1. Cultural Sensitivity:
• To understand and respect cultural differences in design preferences and user behavior across the locations.
• Adapt design strategies to align with the local cultural context while maintaining a cohesive global brand identity.

2. Team Collaboration:
• To foster a collaborative and inclusive design culture that encourages input from team members across different locations.
• And implement virtual collaboration tools and practices to facilitate seamless communication among team members.

3. Talent Recruitment:
• Identify and recruit top design talent in each location, considering both local expertise and a global mindset.
• Foster develop a standardized hiring process to ensure consistency in the quality of talent across the design teams.

4. Standardized Processes:
• Establish standardized design processes and workflows to maintain consistency in delivering high-quality products.
• Promote and implement design systems and style guides that can be adapted to accommodate regional nuances.

5. Training and Development:
• Provide continuous training (KEY) and development opportunities for the design teams to stay updated on the latest design trends and tools.
• Build a culture of learning and knowledge sharing across locations.

6. Technology Integration:
• I would need to nsure that design tools and technologies are standardized across the global design practice.
• Explore opportunities for leveraging emerging technologies, such as AI and VR, to enhance user current experiences.

7. Client and Stakeholder Collaboration:
• Collaborate with clients and stakeholders globally to understand their specific needs and expectations.
• Regularly communicate design strategies, progress, and results to the CEO and CIO.

8. Compliance and Legal Considerations:
• Be aware of and comply with local design and intellectual property laws and regulations in each location.
• Establish clear guidelines to ensure that design work aligns with legal requirements globally.

9. Performance Metrics:
• Define key performance indicators (KPIs) to measure the success of the global design practice.
• Regularly evaluate and iterate design strategies based on performance metrics and user feedback.

10. Budget Management:
• I would need to work closely with the CEO and CIO to manage the budget for the design practice globally.
• Prioritize investments in design initiatives that align with business goals and user needs.

11. Travel and Communication:
• Plan for periodic travel (turned out to be 3 weeks a month) to each of the locations (Monterrey & Mexico City, Miami, Houston. Zurich,  Buenos Aries, Lima Peru  Argentina,  and Geneva Switzerland and Prague in Czech Republic) different locations to build relationships with team members and stakeholders.
• Leverage virtual communication tools for regular updates and discussions.

It would be crusical to remember to tailor these considerations to the specific needs and characteristics of each location, taking into account the unique aspects of the design industry and cultural variations in each region.

Client: Netflix MX

Streaming Interface Design for NetFlix Mexico

Cemex Go: Design Language & System 2018~2020

Between 2018 and 2020, I dedicated a significant portion of my time and expertise to spearhead the evolution of Cemex DLS (Design Language System). This undertaking stands out as one of my most enduring projects, owing to its intricate nature and the unique challenge posed by the system’s dynamic, ever-evolving character.

Navigating the intricacies of Cemex DLS demanded a meticulous approach, as its design language served as a living entity with a continuous cycle of self-renewal. The complexity inherent in this dynamic framework required a thorough understanding and a commitment to crafting a system that not only met immediate design needs but also adapted seamlessly to the evolving design landscape.

Over the course of these two years, I engaged in a comprehensive exploration of design elements, ensuring that the Cemex DLS not only adhered to the established guidelines but also paved the way for innovative and forward-looking design solutions. This extended commitment allowed me to witness the organic growth and transformation of the system, contributing to its sustainability and relevance in the rapidly changing design ecosystem.

In summary, the journey with Cemex DLS from 2018 to 2020 was a testament to my dedication to creating a design language system that not only met the demands of the moment but also demonstrated resilience and adaptability in the face of constant evolution.

Introducing the DSL Website

This cutting-edge platform revolutionizing the distribution of contemporary design systems. We understand that delivering design systems goes beyond a simple PDF effort, which is why we harnessed the power of the web to create a dynamic and accessible hub for our user base. With the DSL Website, our primary goals are to provide a centralized source of truth, streamline the design process, foster creativity and collaboration, and ensure consistency across applications. Join us on this innovative journey and experience the future of design distribution.

Effectively communicating with our user base extends far beyond the traditional approach of creating a PDF document. Recognizing the need for a dynamic and accessible platform, we leveraged the power of the web to establish the DSL Website. This strategic move was driven by specific objectives aimed at enhancing the user experience and maximizing the impact of our design systems.

Our primary goal in setting up the DSL Website was to establish a singular, authoritative source of truth. This centralized hub serves as a comprehensive repository of information, ensuring that our user base has access to the most accurate and up-to-date details about our design systems. It eliminates ambiguity and fosters a unified understanding of the design principles that govern CEMEX applications.

Beyond mere information dissemination, the DSL Website functions as a practical resource by distributing all essential assets required for designing CEMEX applications. By providing a seamless and organized access point for designers, we empower them with the tools they need to create cohesive and visually compelling user interfaces. This not only streamlines the design process but also ensures consistency across various applications.

To enhance the practical utility of the DSL Website, we incorporated relevant examples showcasing the effective usage of design components. These examples serve as inspirational guides, illustrating best practices and demonstrating the application of design principles in real-world scenarios. Designers can draw inspiration and gain insights into the optimal utilization of components, fostering creativity and innovation within the design community.

Moreover, recognizing the symbiotic relationship between designers and developers, the DSL Website is designed to assist developers in faithfully translating the intent of designers into functional applications. By providing clear documentation, guidelines, and code snippets, we bridge the gap between design and development, fostering collaboration and ensuring a harmonious execution of design concepts.

In essence, the DSL Website stands as a multifaceted platform, not just disseminating information but actively empowering our user base. It is a dynamic tool that centralizes resources, inspires creativity, and facilitates collaboration, ultimately contributing to the success and coherence of the CEMEX design ecosystem.

Introducing the DSL Style Guide

This cutting-edge platform revolutionizing the distribution of contemporary design systems. We understand that delivering design systems goes beyond a simple PDF effort, which is why we harnessed the power of the web to create a dynamic and accessible hub for our user base. With the DSL Website, our primary goals are to provide a centralized source of truth, streamline the design process, foster creativity and collaboration, and ensure consistency across applications. Join us on this innovative journey and experience the future of design distribution.

In our pursuit of effective communication and streamlined design processes, we recognized the importance of providing our designers with comprehensive guidelines. The initial step in this journey was the creation and distribution of a PDF style guide—an emblem of our commitment to aligning designers on branding, visual aspects, and content guidelines.

The PDF style guide served as a romanticized inception, encapsulating our design philosophy and principles in a visually appealing and easily accessible format. It functioned as a foundational document, laying the groundwork for a unified understanding among our design community.

Building upon this foundation, we elevated our approach by introducing the DSL Website. More than just a static document, this online platform was strategically designed to transcend the limitations of a traditional PDF. Its establishment was driven by specific goals:

1. Create a Unique Source of Truth: The DSL Website became a centralized hub, surpassing the static nature of a PDF. It emerged as a dynamic, living source of truth, continually updated to reflect the latest design guidelines and principles.

2. Distribute Essential Assets: Beyond static guidelines, the DSL Website evolved into a practical resource, offering designers access to all necessary assets for crafting CEMEX applications. This ensured a seamless and organized approach to design, fostering consistency across applications.

3. Provide Relevant Examples: The platform went beyond mere information dissemination by incorporating relevant examples of component usage. Designers found inspiration and guidance through real-world scenarios, promoting creativity and best practices.

4. Aid Developers in Translation: Recognizing the collaboration between designers and developers, the DSL Website was crafted to aid developers in accurately translating designers’ intent into functional applications. Clear documentation, guidelines, and code snippets facilitated a harmonious execution of design concepts.

In essence, the journey from the PDF style guide to the DSL Website represents an evolution in our approach to design systems. We moved from a static, romantically ideated document to a dynamic and interactive online platform, fostering collaboration, creativity, and a unified understanding among our design and development community.

Neoris HealthCheck


Neoris on YouTube


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