• Drove design vision and product direction for the Yahoo programmatic DSP, leading a team of 3-7 designers to deliver highly customizable, data-driven ad campaign workflows for enterprise advertisers.

• Spearheaded strategic 0-to-1 design initiatives for emerging technologies such as generative and agentic AI, defining product roadmaps and establishing future-proofed design processes.

• Secured resourcing for 15+ design-led initiatives from senior leadership by creating compelling qualitative product pitch decks, successfully championing features from unresourced concepts.

• Designed and oversaw the successful launch of major ad platform workflows (dashboards, agentic AI assistants, data exploration tools, and campaign optimization tools), with features contributing to hundreds of millions of dollars in incremental revenue for Yahoo.

• Directed the strategy for data-driven usability improvements across the DSP, resulting in user satisfaction score increases of over 70%.

• Cultivated cross-functional alignment with product and engineering leadership to ensure design continuity and quality across the platform ecosystem. Acted as senior design consultant for teams lacking dedicated design support.

• Built and scaled design team capability by mentoring 4+ junior designers annually, hosting weekly studio feedback sessions, and creating comprehensive design system documentation, resulting in faster ramp-up, stronger design quality, and more consistent execution.

• Executed end-to-end design for major advertising campaign management workflows, including dashboards, data exploration tools, and optimization interfaces, streamlining complex workflows for enterprise advertisers.

• Shipped high-quality solutions that achieved dramatic improvements: increased landing page retention from 15% to 85% and drove 70% user adoption for new features within the first month.

• Improved usability across existing DSP features by applying iterative, data-driven design and launching targeted research to close critical knowledge gaps.

• Championed an org-wide change to involve design earlier in product discovery, using proven outcomes and personal case studies to influence leadership and resourcing decisions.

• Fostered alignment across cross-functional product and engineering teams, ensuring continuity and quality of design across the platform, serving as a key design consultant for partner teams.

• Designed end-to-end foundational workflows and interactions for the newly integrated ad management features across both demand-side and supply-side ad platforms following the BrightRoll acquisition.

• Designed ad management features for both demand-side and supply-side programmatic ad tech platforms.

• Frontend interface development using JavaScript frameworks and ensuring CSS alignment with design specs.

• Collaborated closely with other designers and product stakeholders to rapidly iterate on designs.

• Led UX research; conducted user surveys, interviews, and usability tests and used this data to inform improvements on existing workflows.

• BrightRoll was acquired by Yahoo in December 2014, after which the BrightRoll platform was integrated into the Yahoo Ad Platforms