• Drove PayPal’s global rebrand by designing and localizing web experiences for 190+ countries and 25+ languages, creating mobile-optimized components.

• Developed AI-assisted workflows to surface localization edge cases and accelerate product iteration across global markets.

• Collaborated cross-functionally with content and regional teams to ensure culturally resonant and scalable global experiences.

• Led 0→1 brand design for Poseidon, a decentralized data infrastructure

built on Story protocol, launched with a $15M s eed round led by a16z.

• Led a brand refresh for Story Protocol, developing a scalable and

cohesive identity system that accelerated design and development

across surfaces.

• Developed interactive prototypes for user testing to validate monetization strategies leveraging celebrity likeness as intellectual property, generating key insights that shaped product and business decisions.

Led end-to-end design and prototyping of an interactive learning experience across logged-out web and mobile to improve acquisition, retention, and user decision confidence.

• Collaboratively led a redesign of the website to increase sign-ups.

• Drafted and published digital ad collateral that distilled concepts of Decentralized Finance (DeFi) and Cryptocurrencies into easy to digest marketing pieces

• Created a style guide to ensure consistency across mobile and web.

• Co-authored blog posts about DeFi to drive traction.

• Wrote blog posts about DeFi.

• Leveraged data-driven insights and closely monitored KPIs to redesign the transaction flows of the mobile app and website, simplifying onboarding and purchase interactions to improve clarity and trust.

• Headed the cross-functional collaboration on user research, usability testing, and the redesign of the mobile app and website.