# Siva S. > VP of Design @Atlassian (Previously at Meta, SAP, Walmart) Location: San Francisco, California, United States Profile: https://flows.cv/sivas Seasoned design and product executive with a passion for leveraging the power of technology to solve real human problems through thoughtfully and responsibly shaped products. I bring decades of experience in B2B & B2C products that has rounded me out as a product thinker and leader. It’s been a journey fueled by curiosity and learning that’s earned me expertise in the following domains: 1. B2C product usecases (Instagram, WhatsApp, Messenger, Facebook) including discovery, shopping capabilities, and Integrity & Privacy 2. B2B product usecases (supporting creators/advertisers, and extending B2C products into B2B use cases) 3. Product led Growth (PLG) driving user and business growth across a portfolio of products (B2C and B2B) 4. Elections integrity at Meta (US Presidential Elections 2020) 5. Enterprise Applications (ERP) and B2B Collaboration/Workflow Apps I have proven track record of: 1. Shipping products that are loved by users and deliver value for the business 2. Leading 0-1 product explorations finding product market fit through rapid exploration and iterative design 3. Employing Growth tactics to grow users and the business by delivering enduring value across the acquisition, engagement, and monetization funnel 4. Creating large scale bold visions across orgs, and shaping x-org product strategy as an equal partner to PM and Eng executive leaders 5. Bringing product and executional rigor (going broad or deep as needed), and ability to get it done across org boundaries 6. Telling cohesive and compelling stories that connect company vision -> brand identity > product offering > go-to-market creative As a people leader, I have excelled in creating scrappy teams and transforming them into multi-discipline high-performing design organizations. Whether larger (100+) or smaller (from scratch) I’m deeply intentional about creating and fostering a culture built on excellence, collaboration, inspiration, accomplishment ensuring a respectful, trusting, diverse, and inclusive environment. ## Work Experience ### VP of Design, Strategy Collection @ Atlassian Jan 2025 – Present 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. ### VP & Head of Design, Growth @ Atlassian Jan 2023 – Jan 2025 | California, United States 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. ### Head of Design, Business Messaging @ Meta Jan 2021 – Jan 2023 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, Business Integrity @ Facebook Jan 2019 – Jan 2021 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 ### Head of Design, Enterprise Products @ Facebook Jan 2015 – Jan 2019 | Menlo Park 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. ### Vice President, UX @ SAP Jan 2013 – Jan 2015 Design executive responsible for incubation funnel with several 0 to 1 products (in quick exploration cycles) that resulted in transitioning successful products back to SAP Lines of Businesses Drove multiple C-Level customer co-innovation engagements with SAP’s top 50 customers including Nestle, Shell, Colgate, Hallmark, DFB- German National Football Organization, SF49ers, Burberry, San Jose Sharks Reimagined the core ERP experience layer “Fiori”, the first set of consumer-grade UX for enterprise applications in SAP’s history impacting billions in revenue, including beachhead apps for Nestle (SAP’s #1 customer) ### Senior Director, UX @ SAP Jan 2011 – Jan 2013 ### Director, UX @ SAP Jan 2008 – Jan 2011 | Palo Alto ### Sr. Art Director @ Walmart.com Jan 2005 – Jan 2008 ### Founder, Creative Director @ Creative Frequency Jan 2001 – Jan 2005 ### Design Consultant @ Listen.com / Real Networks Jan 2001 – Jan 2004 ### Design Manager @ Excite.com Jan 1999 – Jan 2001 ## Education ### Academy of Art University ## Contact & Social - LinkedIn: https://linkedin.com/in/siva-s-060381 --- Source: https://flows.cv/sivas JSON Resume: https://flows.cv/sivas/resume.json Last updated: 2026-04-13