What I Do
I make design-led decisions across product, monetization, and experience that materially affect revenue, retention, and trust.
I do this across growth initiatives, pricing shifts, system redesigns, brand systems, and repositioning efforts where small decisions compound.
High-Stakes Decisions
- Deciding whether declining conversion needs a pricing fix or a system rebuild, and building the case for investment
- Determining which retention mechanics justify engineering resources versus surface-level optimizations
- Resolving executive disagreement on feature prioritization using behavioral data instead of opinions
- Aligning product, brand, and engineering when there's no room for failed launches
CASE STUDY
Beyond Optimization
Design leadership shaping product decisions where revenue, trust, and scale intersect.
View Case StudyPerspective
Most digital problems aren’t execution failures.
They’re the result of disconnected decisions.
Brand sets direction. Product builds systems. Growth optimizes outcomes.
When those decisions drift, performance degrades quietly.
I bring those decisions together.
About
I partner with executive teams during high-risk product and growth moments, aligning customer behavior with business intent to drive measurable outcomes. I have led design and experience strategy across agencies, startups, and complex subscription businesses, including ESPN and SiriusXM.