Directed end-to-end Core Consumer Design (homepage → post-checkout), leading a 20+ person cross-site organization of managers, designers, and specialists. Elevated craft into a strategic differentiator by aligning design systems, brand, and motion—improving product coherence, execution velocity, and overall experience quality across the consumer funnel.

Directed Instagram’s design systems organization, rebuilding the team and launching the company’s latest system to raise craft, coherence, and velocity across the platform.

Led product design for Instagram Reels, overseeing 9 cross-functional teams serving 2.5B users; scaled watch time from 0% to 50% and shaped short-form video strategy across the platform.

Led Core Guest Flow design across web and native platforms, redefining the Search → Book experience and establishing a scalable PDP architecture to drive marketplace coherence and long-term velocity.