Strategic and hands-on Principal UX Designer with 20+ years creating intuitive, scalable, and integrated experiences across multi-product ecosystems. Expert in building and governing design systems, defining cross-product patterns, and solving complex workflows that span multiple interconnected products.

2024 — NowNorthbeamPrincipal Product Designer

2024 — Now

2024 — 2024TripleLiftPrincipal Product Designer

2024 — 2024

New York, United States

Built cross-channel deal-building tools (CTV, display, native), unifying workflows into a single, integrated product experience.

Finalized design system implementation across advertiser and publisher portals, enabling consistent UI patterns for interconnected tools.

Explored generative AI concepts for publisher and advertiser workflows, rapidly prototyping and testing novel solutions in an evolving product ecosystem.

2022 — 2023The Trade DeskLead Principal UX Designer

2022 — 2023

Owned end-to-end UX across multiple Trade Desk applications, with a focus on emerging markets and partner tools. Key projects: OpenPath, OpenPass, Partner Portal, Knowledge Portal.

Designed cross-product ML-powered seed audience targeting and identity tools spanning measurement, retail media, and privacy solutions, creating a unified experience across multiple product lines.

Led collaborative workshops with global teams to align on cross-product interaction models and scalability standards.

2020 — 2022The Trade DeskSenior UX/UI Design Lead & Agile People Manager

2020 — 2022

New York, United States

Led the Data and Measurement UX team, owning strategy and execution across audience building, performance dashboards, and insights tooling.

Reimagined audience creation workflow, reducing task time by 25%, driven by user research and workflow testing.

Designed an insight-driven campaign creation wizard with a focus strategy recommendations.