• Founded and operated a digital design agency, managing all aspects of client relationships, project delivery, and

business development.

• Conducted user research to understand needs and behaviors, launching marketing initiatives via Google and Facebook Ads that resulted in 30%+ revenue increases for clients.

• Delivered a consistent 3:1 return on ad spend (ROAS) through targeted, analytics-driven campaigns aligned with client goals and profit margins.

• Developed innovative experience design strategies that grew one client's site traffic by 290% within six months through UX optimization and content restructuring.

• Spent the first 18 months at Concentrix leading a research consulting team embedded with Microsoft. Built out the team by hiring researchers into the engagement.

• When Concentrix expanded into building agentic AI products for its customer-service clients, moved internally to lead design for the new Product group. Built the team by pulling 11 designers from across the organization to staff 4 product suites.

• Led the experience design of agentic AI solutions for global enterprise customer-service clients, focused on the

operator-side workflows that AI agents and human reps share.

• Stood up a ReactJS-integrated design system from scratch as the source of truth for design across all 4 product suites.

• Established the team’s operating cadence: weekly 1:1s, design reviews, yearly goal-setting with quarterly check-ins across an 11-person globally distributed design org.

• Identified an AdTech opportunity within Booking.com, built a team to tackle a critical scaling problem, and led the design and engineering of the Dynamic Creative Tool: an internal product that enables non-designers to build localized programmatic ad campaigns at global scale.

• Led the team from delivering one mid-funnel campaign every six weeks to twenty per week (20x velocity), with the Booking.com design system built in.

• Bridged the Marketing Communications department and the Tech organization across fifty-plus stakeholders, getting an initially skeptical Marketing Science team onboard through a working MVP that showed real campaign-ready output.

• Led the team that shipped Booking.com firsts: the first mobile ad, the first creative campaign A/B tested at scale, and the campaign with the highest ROI to date.

• The Dynamic Creative Tool the team built in 2018 is still in use at Booking.com today; a dedicated team continues to scale it.

• Led 35 direct reports across 8 teams of designers, researchers, frontend engineers, and backend engineers, scaling the design and technical org 120% through global recruiting.

• Hired 250+ people during the hyper-growth period, building the recruiting and interview infrastructure for the technology department.

• Directed multifunctional teams to meet conversion goals across the customer funnel, account areas, and booking processes, at a platform processing 2 million bookings per day.

• Led the integration of a third-party payments platform into the Booking.com booking flow, working with product, engineering, and the payments partner across design and delivery.

• Created the “Design for Frontend” training course that enhanced skills and performance of 200+ designers across the organization.

• Led persona development, usability testing, and design thinking workshops across the booking funnel.

• Conducted UX audits, heuristic evaluations, and A/B tests to identify and validate optimizations.