• Build and structure a design system knowledge base as a source of truth for both human designers and AI systems, enabling consistent, scalable product experiences

• Create structured, AI-ready content defining how components, patterns, and interactions scale across products and AI-generated experiences

• Translate complex design decisions into clear, reusable guidance that informs both human workflows and AI-generated UI and content

• Refine knowledge base content as a foundation for AI outputs—reducing ambiguity, improving consistency, and supporting reliable, system-driven design at scale

• Partner with designers, engineers, and product teams to ensure content supports emerging AI workflows, agent-based experiences, and automated generation

Led content strategy for embedded insurance products across a global partner ecosystem including Expedia, Amazon, Airbnb, and Uber, enabling revenue-generating protection experiences at scale. Owned end-to-end content for a multi-market ecosystem serving more than 30 million customers, spanning CMS, transactional UI, microcopy, and post-purchase communications. Designed modular content systems, pattern libraries, and standards to ensure consistency across platforms and partners, and collaborate cross-functionally with Product, Design, Legal, and Enterprise Sales to deliver compliant, high-trust customer journeys. Through systematic optimization, improved comprehension and task completion quarter over quarter, contributing to a 12% increase in activation and upsell adoption.

Served as key content lead on Intuit’s largest platform transformation, delivering mobile experiences powered by agentic AI across revenue-critical products. Designed content strategy for AI accounting agents that enabled autonomous task completion while maintaining accuracy, compliance, and user trust, and developed prompt frameworks and behavioral guardrails that automated 95% of bookkeeping transactions. Led content for Mobile Accounting and the Customer Agent, contributing to a $4M revenue lift through a modernized transaction experience. Drove major growth initiatives including Direct Account Tax Mapping and the End-of-Year Checklist (3.9× growth, $80M revenue impact, ~245K customers), supported regulatory programs such as Making Tax Digital for Income Tax affecting 2.8M businesses, optimized the Sole Trader Income Tax experience for 670K self-employed users with a 700% increase in engagement, and redesigned onboarding from 14+ screens to two dynamic steps, reducing completion time from roughly four minutes to under one minute.

Served as key content lead on AI-enabled experiences for PayPal’s highest-revenue product area, shaping interaction patterns for automated assistance at global scale. Partnered with machine learning teams to design AI-generated recommendations and behavioral messaging that balanced personalization with trust in a highly regulated financial environment. Led content strategy for flagship initiatives including One-Click Checkout and Rewards programs, contributing to a 13% increase in user growth through optimized onboarding, engagement, and conversion experiences. Supported launches across approximately 200 countries, reaching about 400 million users worldwide.

Led content strategy for mobile-first peer-to-peer and cross-border payment experiences across international markets, supporting high-volume remittance flows. Translated a new global brand identity into localized product experiences that ensured clarity, trust, and consistency across regions. Defined scalable content standards, governance, and decision frameworks to enable rapid rollout while maintaining compliance with regional requirements, and partnered closely with Product, Design, Legal, and Localization teams to deliver cohesive payment experiences across diverse markets.