I’m a Product Design Leader with a proven track record of building seamless, scalable experiences for 4B+ users across Meta’s platforms (Facebook, Instagram, Messenger, Reality Labs). At Meta, I: ✅ Led UX strategy for identity & authentication, defining how 3.5B+ users manage and secure their accounts.
Experience
2025 — Now
2025 — Now
San Francisco, CA
Lead the Growth Design team, managing a group of senior ICs responsible for acquisition, activation, and retention across Reddit’s core surfaces.
• Top-of-funnel growth: SEO → mobile web acquisition → app conversion, and high-impact conversion opportunities driving DAU and long-term retention
• Strategic partnerships: Collaborate with external partners (e.g., Google, Apple, OpenAI) to deepen Reddit integrations and expand distribution channels
• Onboarding: Own end-to-end new user experience including account creation and interest selection (achieved 96% onboarding completion rate)
• Inbox & re-engagement: Oversee notifications ecosystem including push, email, and reactivation strategy
Leadership & impact:
• Establish a strong experimentation culture, driving a high volume of parallel tests with intentional optionality to accelerate learning and optimize outcomes
• Drive technical fluency within design by teaching designers how to code and integrating tools like Cursor into the workflow
• Push toward high-fidelity execution through prototyping and production-quality code, reducing handoff friction and increasing shipping velocity
• Operate as a player-coach, contributing hands-on IC work and shipping production experiences alongside the team
• Lead horizontal efforts to elevate cross-company understanding of Reddit’s growth model, user behavior, and product ecosystem
• Present strategy, product direction, and key growth initiatives to executive leadership, including the CEO, to inform decision-making
2025 — Now
2025 — Now
Designed and built an AI-driven meal planning platform, integrating LLMs to translate user preferences into structured, personalized plans. Try it out at www.fuelbridge.co
• Built the end-to-end product system, including design system, front-end architecture, and infrastructure setup
Integrated AI models into meal planning workflows, designing prompts and system behavior to handle ambiguous user input and generate consistent outputs
• Developed iterative feedback loops to improve recommendation quality and system reliability
• Operated as a full-stack product builder, combining design, engineering, and product strategy
2020 — 2025
2020 — 2025
Menlo Park, CA
• Managed and hired a team of six designers, driving UX strategy for user identity, growth, acquisition, and centralization across Meta's ecosystem.
• Owned core product surfaces, including core growth and user signal acquisition experiences for Facebook, Messenger, and Instagram affecting 3.5B+ users with a focus on emails, phone numbers, address books, location, and age.
• Defined strategic initiatives for centralized account usage and the migration to a unified Meta experience by aligning and influencing cross-organizational peers and leadership
• Conducted 206 candidate interviews, focusing on problem-solving evaluation and refining Meta’s product design hiring strategy.
• Increased team efficiency by 30%, optimizing workflows and design velocity through structured mentorship, onboarding, and coaching.
• Led IC Circles & Office Hours, fostering a strong design culture with a 90% satisfaction rate among participants.
• Set org strategy by focusing on key design priorities and landing 0-1 initiatives by aligning and influencing cross-organizational partners and peers
• Presented in 30+ Meta Design Reviews with directors and senior directors, including a review with Mark Zuckerberg, influencing company-wide UX vision and execution.
• Led UX strategy and execution for Meta Account phone number and email address acquisition and management, rolled out to 4+ billion users across Instagram, Messenger, Reality Labs, Facebook, and WhatsApp
• Led and landed the design vision and execution for mitigating 91 million high risk users across Facebook from being locked out of their accounts
• Drove Apple iOS18 contact import mitigation for Facebook by redesigning the core login experience to maximize address book uploads, securing cross-functional alignment between design, PM, and engineering to unblock a critical acquisition funnel.
2018 — 2020
2018 — 2020
San Francisco Bay Area
• Led the execution of Meta's COVID-19 tracker, a net new public dashboard that showcased the spread of COVID-19. Worked closely with the CDC and NHS. The dashboard was used to inform public policy and help policy makers implement county level decisions based on real time data.
• Led the redesign of Deltoid, Meta's internal experimentation software used by the organization to deploy and run experiments.
• Shipped two major machine-learning-assisted experimentation tools, improving decision-making at scale.
• Designed and launched Experiment Hub, a net new internal surface that centralized all experimentation insights and ongoing experiments
• Developed the end-to-end experience for browsing and managing sequences, enabling better workflows for data scientists and engineers.
• Shipped major improvements to template management, driving adoption and increasing efficiency in experimentation.
• Played a strategic role in experimentation tooling, proactively generating product ideas that influenced roadmaps.
• Built a design system for internal analytics tools, improving consistency across experimentation platforms.
• Launched Office Hours, a scalable process for providing design support with limited resources.
• Mentored and supported multiple designers and an intern, creating space for others while expanding strategic contributions.
• Acted as a key contributor in critiques, shaping team-wide design quality and product decisions.
2017 — 2018
2017 — 2018
London, United Kingdom
• Led the UX design for an iOS and Android digital banking app.
• Created wireframes and visual design mockups using Sketch, Adobe Photoshop and Adobe Illustrator.
• Helped determine the design direction of the digital product in a creative team of 9 people.
• Solved complex product and stakeholder design requirements through testing, squad collaboration and rapid design iteration to help drive decision-making.
• Heavily referred to and advised on using platform-relevant user-centered design principles and best practices.
• Rapidly created interaction design videos and clickable prototypes for qualitative and quantitative testing during every sprint.
• Used After Effects to create short and digestible videos to present to the wider stakeholder team. ▪ • Created HTML5 and CSS3 prototypes.
• Successfully communicated the vision, design, user experience and product details through videos, prototypes, mockups and flows within a loose structure that consisted of dedicated squads.
• Collaborated with the engineering, QA and marketing teams to refine the product feature set, prioritise user stories for build and define acceptance criteria.
Education
Edinburgh Napier University
Bachelor's Degree
ISM University of Management and Economics
Bachelor's degree
Croydon College