Brought in to lead product and design strategy for an early-stage children’s storytelling startup, spanning product vision, positioning, and go-to-market.

• Led end-to-end product and UX strategy across discovery, MVP, and launch, positioning the product within an underserved niche through personalized storytelling.

• Defined product positioning and go-to-market strategy, establishing a differentiated brand voice that resonated with parents.

• Led customer research and validation (20+ interviews, 50+ surveys, 3 focus groups), driving a strategic pivot toward a scalable MVP and improved content quality.

• Partnered with engineering, design, and child development advisors to shape core product features and user experience.

• Drove early traction through pre-launch growth experiments, building a 1,200+ parent waitlist.

• Owned go-to-market execution from concept and design through launch and post-launch iteration.

• Collaborated with Apple team leaders to simplify user experience in managing Ai Assistant technology projects.

• Utilized UX design skills to create intuitive interfaces for LLM technology, enhancing user interaction.

• Implemented design strategies to streamline user workflows and improve overall user satisfaction.

• Develop a virtual store environment and product database to qualify for standardization of digital merchandising

• Train and mentor a team of 20+ on enterprise technology tools and digital resources

• Enhance outcome & improve the design process, photography, and merchandising efficiency by evaluating team tools and resources

• Execute print and digital visual merchandising communications to over 1300+ stores

• Optimize production schedule for photo, design, and visual merchandising team

• Facilitate production meetings, project kickoffs, and cross-functional meetings

• A digital b2b commerce app that allows retail shop owners in Tanzania to procure supplies and manage payments.

• Led the end-to-end UX design process in a global, multi-disciplinary team to deliver a creative tool for Sarafu. Interviewed users, including stakeholders, to identify pain points and validate key features of this tool. Produced personas, user flows, wireframes, mockups, and prototypes.

• Collaborated with the product team to re-design an OTT cross-platform experience.

• Enhanced the visual design and user experience of the app by reviewing the existing apps, Interviewing 80+ users, ideating a new concept, and designing wireframes & interactive prototypes.