Advised this VR mental health startup on business strategy, opening up new markets and revenue streams and improving resource efficiency—and then communicating that to VC investors, as well as leading the development of a new website.

Responsible for driving conversion and engagement on stripe.com across all locales and customer segments, including an emerging enterprise segment. Organized the full-stack team and x-functional partners around proactive growth planning and capability roadmapping, including executive sponsorship and resourcing. Drove transformation and capability initiatives around measurement, experimentation, content management, and live chat. Led IA, navigation, and page experiments that often resulted in 8-17% lifts in conversion at scale.

Responsible for opportunity discovery and prioritization, UX strategy, execution, experimentation, and measurement for square.com globally. Areas of focus included conversion paths, customer assistance journeys, IA & navigation, content strategy, platform capabilities, and measurement. Partnered with the engineering team to roadmap and build capabilities in advanced content management, experimentation, measurement, and CDN’s.

Managed a team of program managers who owned the creative/content roadmaps and execution for all of Square’s digital marketing channels, with a focus on square.com. Successfully supported new country and product launches, including ground-up site builds for Canada, Australia, the UK, and Japan. Partnered with the engineering team to develop a new content management platform and successfully managed the complex migration to it, as well as adoption and training.

Led production design for Square's public website across all locales. Developed tools and processes for scalability and quality, which were instrumental in major country and product launches during a period of hyper growth.