Led end-to-end digital experience strategy for NYC's official tourism platform, serving 60M+ annual visitors. Owned UX research, information architecture, service design, and cross-functional alignment across municipal agencies and commercial partners. Defined the UX roadmap, formalized research operations, and drove large-scale navigation and content system improvements that shaped how millions of visitors experienced New York City.

Co-founded and led a creative and brand strategy studio, owning client strategy, design direction, and business development from day one. Delivered end-to-end experience and campaign strategy for clients across digital platforms and cultural sectors. Built operational workflows and design-to-development processes that enabled rapid execution without sacrificing strategic rigor.

Designed enterprise experience systems for PayPal's internal personalization and campaign infrastructure, used across global markets. Consolidated fragmented internal tools into a governed, scalable platform — improving operational efficiency for non-technical users managing high-volume, high-risk workflows. Collaborated across product, engineering, analytics, and compliance.

Supported strategic operations and revenue workflows inside a high-growth SaaS environment. Partnered cross-functionally with Finance, Sales, and Legal to resolve operational bottlenecks, improve SLA compliance, and analyze data trends affecting service delivery. Managed high-volume transactional processes to drive cross-team coordination and operational efficiency.