An evolution of my past two roles, I am currently leading generative and evaluative research for Signal to drive alignment on product direction based on user insights.

• Facilitate beta programs and mechanisms for real-time user feedback.

• Conduct interviews, surveys, and usability tests to define user needs and synthesize insights into user personas, journey maps and experience flows.

• Maintain and manage a central repository of all research initiatives and results.

In response to a strategy shift within the product organization, I identified the need for a product design role grounded in behavioral insights to help shape the foundation of a new platform (Signal)

• Collaborated with Customer Success Managers, Product Managers, Data Scientists and Engineers to scope MVP features designed to support new customer segments with tailored product experiences.

• Led early discovery and concept development for an AI-powered insights framework and reporting dashboard.

• Created low-fidelity wireframes to validate design direction, and built high-fidelity prototypes to support user testing and stakeholder alignment.

Led end-to-end research initiatives for 3 product lines (CTV, Social, Publisher) to support roadmap development and product iteration.

• Partnered with cross-functional teams to pinpoint research objectives and refine opportunities when roadmap planning

• Wrote research plans (20+) and designed user surveys (10+)

• Managed recruitment (CSM comms, participant profiling, documentation and ops) of 200+ users

• Leveraged analytics tools to track product adoption and usage trends, generate monthly engagement reports, and identify top users of key product areas to support targeted research and recruitment initiatives.

• Crafted participatory design exercises to use in qualitative interviews (20+)

• Designed low-fi mockups (20+) and collaborated with designers to create prototypes for testing

• Conducted usability tests, concept tests, and in-depth 1:1 user interviews (200+)

• Synthesized (affinity diagraming, coding and tagging, identifying key themes and trends) research findings into 20+ tangible artifacts (insight reports, personas, journey maps, user flows, product concepts) and actionable recommendations presented across the org, including senior leadership

• Developed in-app onboarding guides and educational tooltips after identifying gaps in product comprehension among self-service users, helping reduce friction and improve feature adoption.

Additionally, I provided research leadership through the following contributions:

• Established research best practices at Publica (an acquired IAS subsidiary) by leading foundational studies and mentoring UX Designers on integrating user research into their design workflows.

• Audited UX team workflows to uncover pain points in cross-functional knowledge sharing, then evaluated and implemented tooling improvements to enhance analysis and repository scalability.

• Participated in an Emerging Leaders Program: "Earners of the Propel Certificate are tapped as high-potential employees and possible future leaders at IAS."

Advised a sustainability-focused startup (Seed) on optimizing its product experience to better align with user needs. Developed product-market fit recommendations by analyzing consumer survey data, conducting interviews with target users and B2B benefits experts, and performing a competitive audit of the market landscape.

Worked within the consulting division of WPP’s agency network to drive brand and business transformation through creative, insight-led strategies. Contributed to projects that unlocked new value streams and growth opportunities for clients including Beautycounter, Encore (formerly PSAV), Nestlé, The Coca-Cola Company, and Workday.

• Developed innovative product concepts by translating competitive, consumer, and ethnographic research into actionable strategy

• Analyzed hundreds of stakeholder interviews and user surveys; synthesized insights to inform brand experience, strategic positioning, and product development

• Identified white space opportunities and brand positioning territories using a mix of qualitative and quantitative analysis

• Authored complete brand platforms, including positioning statements, taglines, mission/vision/values, voice and tone guidelines, and messaging frameworks

• Crafted brand narratives, naming systems, and video scripts to bring strategies to life across channels

• Presented research insights and creative outputs to executive leadership and client teams, aligning vision and execution

• Co-led an internal “Behavioral Framework” initiative to improve team culture; applied behavioral science, employee interviews, and case studies to create a values-aligned guide that addressed key organizational challenges