Responsible for the holistic user experience and brand strategy of the product, ensuring cohesive, user-centric designs that consistently reflect the brand's identity across all touch-points.

• Led a company-wide rebranding initiative to bring Mercari’s new identity to life, including the launch of a comprehensive brand guide covering visual direction, voice and tone, and illustrations.

• Championed a Diversity & Inclusion (D&I) content initiative that reshaped the voice and tone of both the product and marketing.

• Established marketing and brand research as a core discipline, launching a brand tracker and conducting general population studies that informed marketing strategies and company planning.

Responsible for the creation of intuitive, user-centered experiences by overseeing research, strategy, and design execution to ensure seamless interaction across all touch-points.

• Ensured the impact of the design team's practices is visible within the organization and actively contributing at all levels, from execution to strategic planning.

• Establish, articulate, and maintain high quality standards for UX design, research, and content.

• Defined team design & operations – ensuring the design team is properly structured and staffed to operate efficiently, implementing effective processes, and fostering cross-functional collaboration.

• Established agile capacity planning for the entire UX organization.

• Expanded the team from 3 to 21, including UX Designers, Content Designers, and Researchers, and oversaw 4 UX managers to support the organization's growth.

• Elevated UX Research to the Executive Planning level

Financial services solutions that enable distributed teams to build relationships through compliant social media, texting and local websites.

• Increased new user onboarding success by 3x.

• Supported a portfolio of five solutions for Financial Services, serving major Fortune 500 customers such as Farmers, Allstate, State Farm, and Morgan Stanley.

• Developed a customer persona system that was widely adopted across the company, significantly influencing product and marketing decision-making.

• Led the UX integration for MAST Mobile’s M&A.

• Expanded the team from 3 to 12 UX Designers and Researchers.