Strategy for the problems that matter most
I bring director-level creative, content, and product strategy to some of the world's most recognized brands.
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YouTube
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Nike
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New York Times
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Kawasaki
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HBO
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Epic Games
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Atlassian
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Framebridge
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Emerson Collective
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Kawasaki
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BBC
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LucasArts
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Google / YouTube / Nike / Pinterest / New York Times / Kawasaki / HBO / Epic Games / Atlassian / Framebridge / Emerson Collective / Kawasaki / BBC / LucasArts /
Using AI to reduce toxicity in online conversations
As a project lead, I helped steer our collaboration with NYTimes and Jigsaw in creating a tool that utilizes machine learning to identify and remove toxicity within article comments and allow human moderators to sort through comments 300% more quickly. The pilot program was the foundation for the Perspective API, which is now used to make online conversations more civil within platforms for major content publishers, such as the Wall Street Journal, OpenWeb, Reddit, Financial Times and many others.
New York Times + Jigsaw
Shaping product priorities for Netflix's next generation of offerings
As an embedded creative strategist, I partnered with Netflix design and research teams to shape product priorities for high-profile emerging offerings including podcasts, games, and live TV. Through competitive analysis and audience research, I identified design patterns and functionality gaps that informed key product decisions while also shaping end-to-end creative strategies for promotional activations across the platform.
Netflix
Building the centralized home for Google's digital safety
Google's safety and privacy information was scattered across dozens of product pages with no single destination for users seeking answers. I led the information architecture, content design, and usability testing to create the Google Safety Center. The result is a unified resource spanning 16+ products, built through close collaboration with product marketers and the legal team to balance clarity, compliance, and scale.
Google Safety Center
Refocusing the Framebridge app on high-value customers
Framebridge had a solid product but an app experience that wasn't converting. Through stakeholder interviews, IA, content hierarchy, and wireframes, I refocused the iOS app strategy to reduce friction for high-volume purchases and create a clearer, more intuitive path for the customers driving the most revenue.
Framebridge
Mapping the end-to-end customer journey for Yakima Racks
Yakima had a customer experience problem hiding across multiple touchpoints, from discovery and research to purchase, installation, and long-term ownership. Through customer interviews, in-store observations, and stakeholder sessions, I mapped the complete purchase journey across physical and digital channels, surfacing friction points, unmet needs, and prioritized opportunities at every stage.
Yakima Racks
Launching Google’s first subscription service
I managed a UX strategy and service design team that contributed product strategy and user research to identify the initial offering for the subscription service Google One. My project leadership and strategic insights helped launch the supporting marketing website, as well as design for the sign up and checkout flow for customers.
Google One
Services
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I can help you better understand your customers and opportunities in the market through qualitative and market research.
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I can help you define near-term and long-term vision for your product, then define and execute on the key activities for getting there.
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I map and connect your customers experience across digital, retail, and operational touchpoints, ensuring what you deliver satisfies the needs of users and the business.
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I help define and express a brand’s message for maximum impact across digital touchpoints, especially new products and experiences.
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I create strategies that encompass the wide range of content strategy, defining what to say, where to say it, and when.
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I can help you better understand what areas of your product is working, and where there are opportunities for increased revenue and user satisfaction.