Lead a team of 14 designers spanning product design, game design, and technical design, driving creative vision and craft execution for Meta's Horizon platform. Partnered with engineering, PM, research, and data science leaders to define 18–24 month strategic roadmaps serving millions of users.

Product Design Leadership

• Manage a hybrid design team across product, interaction, and systems design; run weekly design critiques, reviews, and prototype walkthroughs that elevate team craft and collaborative problem-solving

• Contribute hands-on product design across various PDPs, quest surfaces, onboarding flows, and creator-facing experiences and tooling; partner with the Horizon design system team on shared components and interaction patterns

• Provide direct, actionable feedback to designers and hold the bar on visual craft, interaction fidelity, and design quality across consumer and developer-facing experiences

Strategy & Vision

• Defined creative vision and strategic roadmap for Horizon's Economy, Avatars, and Creators workstreams; led vision sprints turning complex platform problems into compelling product directions

• Created Live Service RunBooks that increased live service effectiveness through data-informed planning and clearer execution rhythms

Live Service, Systems & AI

• Drove balancing and design passes across meta and platform-level systems, measurably improving D7 and D30 retention and engagement KPIs

• Established economic guardrails for AI features added to Horizon; pitched, reviewed, and iterated on key system designs end-to-end

• Spearheaded AI upskilling initiatives for internal and external design tooling

• Led design efforts for new AI tooling and agents to output quality game design systems for agentic creation and efficiency gains in new and existing workflows.

Founded and lead a design consultancy serving studios, publishers, and IP holders across the game industry focusing on AI, F2P and live service landscape. Built and managed international teams across five countries (Russia, Poland, Cyprus, China, Brazil) to deliver design services for mobile, PC, and console titles.

Creative Vision & Strategy

• Created game vision, design pillars, and pitch materials for multiple F2P and live service titles across mobile, PC, and console platforms

• Built and presented investment-grade business models with 5-year revenue forecasting to publishers, investors, and IP partners

• Advised studios on F2P monetization best practices, live service strategy, and player retention optimization

• Evaluated workflows to introduce AI Strategies & solutions that maximize team effeciency to get to market faster.

Live Service & Production Leadership

• Designed and managed seasonal content roadmaps (6, 12, and 24-month horizons) from pre-production through live service

• Championed evergreen engagement systems early in production to ensure long-term player retention from day one

• Created and executed live service strategies including event systems, social systems, season passes, crafting, raiding, PvP, and endgame content

• Conceptualized, Designed, and Utilized AI to directly digest live data to improve live service KPI's though bespoke platforms and workflows.

Team & Business Development

• Hired, trained, and managed cross-functional teams; created career progression paths for designers

• Led funding negotiations, ROI analysis, and milestone-based delivery for multiple concurrent projects

• Rallied teams through major pivots on small, medium, and large IP-driven projects

Directed live service strategy and led a multi-discipline design team across multiple titles at Final Strike Games, driving go-to-market planning, seasonal content structures, and business development for the studio's portfolio.

Live Service & Systems Design

• Designed deeply integrated meta and progression systems to support multiple live service environments across the studio's portfolio

• Created and managed seasonal content structures, roadmaps, and community engagement strategies to sustain long-term player retention

• Designed social systems and cooperative play structures to ensure a cohesive live service strategy that rewards and encourages social engagement

Team Leadership & Studio Operations

• Managed and mentored a multi-discipline design team, coaching team members through effective resources, skill development, and peer mentoring

• Partnered with studio leadership to define content scope, cadence, and feature priorities across multiple concurrent projects

• Collaborated with leadership to build and implement the studio's performance management and review process

Business Development & Publishing

• Developed live service strategies for multiple games within the studio's portfolio and partner portfolios

• Created and iterated on pitch decks for publishers and investors, securing project funding and partnerships

• Worked closely with P&L models and business forecasting to project accurate revenue targets for portfolio projects

• Fostered long-lasting partnerships to position the studio's capabilities for new project opportunities

Served as Game Director for Rite of Titans, a 3v3 competitive action arena game blending ball-based sports mechanics with skill-based hero gameplay. Led a 40-person international team from concept through launch, managing creative vision, business strategy, and investor relations.

Creative Direction & Game Design

• Created the game vision and core design pillars for a competitive F2P action arena title, defining the unique blend of sports and hero-based mechanics

• Designed the full meta economy, gameplay loop, progression systems, and monetization framework from the ground up

• Built and maintained business models, KPIs, and revenue forecasts to guide development priorities and stakeholder expectations

Team Leadership & Business Development

• Managed and coached members of a 40-person cross-functional team across design, engineering, and art disciplines

• Created and presented investment-grade pitch decks and game demos to partners, publishers, and investors

• Built informative presentations for executive leadership, translating complex design decisions into clear strategic narratives

Led the live game design vision and live service direction for Apex Legends Mobile, successfully adapting a AAA console franchise into an accessible mobile experience that reached 45+ million players worldwide and earned Apple and Google's Game of the Year.

• Drove the live design vision for translating the Apex Legends brand to mobile, working closely with HD counterparts to maintain IP integrity while innovating for a new platform and audience

• Designed long-term evergreen meta and progression systems that drove player retention across a global, multi-region live service

• Created 3 brand-new characters for the Apex Legends IP (2 released, 1 held), collaborating with narrative, art, and brand teams to ensure character authenticity

• Designed and managed the ranked competitive experience throughout the life of the game

• Led the planning, coordination, and execution of 12 major seasonal updates per year, working 12-18 months ahead to ensure content runway

• Created new monetization approaches at various price points, balancing revenue goals with player satisfaction

• Designed 2 new maps (1 released, 1 held), pushing the boundaries of what was achievable in mobile shooters

• Managed the strategic sunset of the project, ensuring a respectful player experience through end-of-life