I lead Design for Atlassian’s Strategy Collection — a portfolio of apps that helps organizations turn strategy into action through intuitive, AI-powered experiences that keep priorities, teams, and execution tightly aligned.

Our apps include:

🔹 Focus – The central hub for strategic and operational planning

🔹 Talent – Workforce planning to ensure the right people are aligned to the right priorities

🔹 Jira Align – Enterprise-scale planning and tracking that connects day-to-day work to strategic goals

Together, these tools give executives clearer ongoing visibility into investments, strengthen alignment across the company and teams, and enable faster, higher-quality decisions powered by data and AI.

The Growth org is focused on getting users to experience the value of our products quickly and seamlessly by moving them through the acquisition, engagement, and monetization funnel. Our horizontal org sits across (and partners with) a portfolio of core products to drive enduring product value and resilient revenue.

Growth design is an evolving field combining principles of intuitive product design with data-driven experimentation to create experiences that are both user-friendly and effective at driving user/business growth. In addition to product work (strategy/roadmaps/execution), a big part of my current focus is building the experimentation culture (with my xfn) for Atlassian, setting the quality bar for high-velocity Growth work, and upskilling/shaping teams into a high performance org.

Responsible for consumer and business facing product experiences across WhatsApp, Messenger, Instagram Direct, Facebook, Meta Business Suite and Ads Manager connecting 2+ billion consumers with 3+ million businesses world-wide. As Meta’s first non-west centric business, proved product market fit for Business Messaging in South East Asia and Latin America, and built a thriving business ($10B) within 24 months.

Drove several 0-to-1 product offerings (ex: new ad formats, shopping transactions, appointment booking & lead generation through messaging, 3rd-party integrations across the funnel, ad creation through messaging, paid messaging and subscription capabilities) through agile and iterative product explorations that resulted in high quality execution and delivered impact across acquisition, engagement, retention, and satisfaction metrics. Led a design org of 130 designers.

Head of Design responsible for Integrity of Person-to-Business interactions impacting over 30 million business entities and 3 billion people worldwide. Drove product vision and delivered several product experiences to prevent large-scale harm for the 2020 U.S. election amidst changing regulatory environments and polarized public sentiment.

Launched to the public: political ads transparency in ads library, ads spending reports, consumer transparency “why am I seeing this ad”, consent and controls via ad preferences

Launched to businesses: page transparency, business verification, in-line ad violation check, ad rejections, banhammering bad accounts

Launched internally: automated/human review and enforcement tools that enables review and actioning on billions of ad components each week impacting advertisers who violate Meta policies

Co-drove the transformation of a traditional IT org into a world-class product org that was tasked with building well-designed products to maximize the potential and productivity of the humans at Meta. Envisioned a bold future state for the org and product suite, defined charter and investment strategy, rebranded and restructured the org, built the design function from scratch, and delivered the first suite of enterprise grade products for Facebook.

Launched Facebook’s first suite of enterprise products for finding, growing and keeping people, which supported employee growth from 8k to 40k+ employees

Oversaw the release of recruiting platform, interviewing tools, and products for people managers. Created new brand architecture with visual identity and scalable design language. Applied it to products, events, campaigns and internal/external communications.