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Design Leadership,
Strategic Partnerships
& Cross-Functional Influence

Unifying silos across product, brand, operations, and culture—bringing coherence to complex organizations.

Scope

I've led design across 12+ distinct business ecosystems—from global monetization to creator economy to enterprise tools to brand strategy. This rare horizontal perspective lets me architect solutions that connect silos, amplify impact, and scale with intention.

The Through-Line

Rare cross-discipline fluency across12+ business ecosystems creates a unique vantage point: I see patterns others miss, spot silos before they calcify, and architect solutions that work across the whole system. Whether I'm embedded in monetization, brand strategy, creator economy, or emerging tech, my work centers on one principle: great design happens when complex ecosystems operate with shared intention, clear strategy, and human-centered thinking. I build the infrastructure—operational, strategic, and human—that makes that possible at scale.

Creator Economy & Publisher Design Leadership

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Led design programs across Creator and Publisher ecosystem—supporting Music, Rights, Publishing, and Creator design spanning billions of users.

 

Strengthened trust, monetization, and platform interoperability; embedded in CEO-priority initiatives to accelerate creator ecosystem growth and value.

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Co-produced Creator Summit (convening creators, product teams, UXR) to inform roadmaps and align on shared impact.

 

Spearheaded organization's first scalable cross-functional engagement model bridging design, product, and engineering to strengthen music creation, rights workflows, and ethical innovation.

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Key sectors & impact:

  • Creators & Publishers Design — Embedded in CEO-priority creator ecosystem acceleration; co-led Creator Summit; drove cross-surface alignment

  • Music, Rights & Publishing — Strengthened trust and monetization across 24+ teams (Design, UXR, Legal, Product, Marketing); drove complex systems transitions for regulatory readiness

  • Creator Monetization & Commerce — Scaled tools and features enabling millions of creators and small businesses; led GenAI-powered design exploration for new creative models

  • Creator Content Protection & Originality — Collaborated on GenAI-driven tooling aligned with platform originality and rights standards

Enterprise & Monetization Design Leadership

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Led design programs for Facebook's core monetization and business tools ecosystem—serving 3B+ users and millions of advertisers and small businesses.

 

Created and enhanced tools like Ads Manager and Business Suite, unified video player experiences across paid and organic surfaces, and defined monetization design strategy during post-Cambridge Analytica rebuild.

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Embedded across high-priority monetization design teams; oversaw end-to-end design lifecycle for video surfaces, ad formats, and in-product business tools.

 

Led GenAI-focused design sprints exploring future-state ad experiences, contributing to North Star roadmap and securing dedicated engineering investment through strategic validation.

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KEY SECTORS & IMPACT

  • Ads & Business Products Design - Led programs for Ads Manager, Business Suite; spearheaded CEO priority driving 29 hires above goal in one year; 2x design brand growth​

  • Facebook Monetization Design — Unified video player across paid/organic surfaces; led GenAI design exploration for next-gen ad formats

  • Business Messaging & Commerce — Designed monetization experiences for Messenger, WhatsApp, Instagram; scaled messaging tools across global markets

  • Amazon Ring — Architected emerging tech design sprint; defined how design, UXR, content, brand, and engineering collaborate on intelligent experiences

Systems, Design Operations & Organizational Architecture

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Built first-ever design ops frameworks at both Amazon and Meta—foundational infrastructure enabling design to scale globally while maintaining culture and quality.

 

Scaled design organization 6x (50→300+ designers); drove 80% Blueprint Design Systems adoption across 300+ designers; operationalized team health, quarterly planning, and cross-functional engagement rituals.

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Only design leader to span monetization, consumer, enterprise, creator, brand-in-product, messaging, commerce, video, ads, security, and emerging tech.

 

This horizontal perspective enabled me to architect sustainable solutions that worked across the whole system—connecting silos, amplifying impact, and creating shared understanding.

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Key sectors & impact:

  • Design Systems Advocacy — Drove 80% Blueprint adoption through cross-functional design product advocacy; built XFN onboarding reducing ramp-up time

  • Ring's UX Working Model — Built foundational design ops framework adopted across all design disciplines; established rituals, toolkits, and review cadences

  • Cross-App Unification — Led unification efforts across Messenger, WhatsApp, Instagram, Kustomer under centralized business messaging strategy; created org's first-ever knowledge infrastructure

  • Distributed Team Leadership — Operationalized quarterly planning, team health practices, prioritization frameworks improving cross-functional delivery and stakeholder trust

Brand-in-Product & Creative Strategy Leadership

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Transformed Meta's relationship between design and creative—moving from separate functions to strategic partnership.

 

Tapped by core leadership to establish, scale, and measure brand-in-product processes for Meta's in-house creative agency.

 

Created measurement frameworks linking creative work directly to product outcomes and company-wide business objectives.

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Built Facebook Design's brand experience during organizational crisis, humanizing enterprise tools and reshaping external perception.

 

Strengthened partnerships between UX design and creative teams, fostering shared understanding that drove cohesive, context-aware brand experiences and elevated strategic impact across billions of interactions.

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Key sectors & impact:

  • Brand-in-Product Creative Strategy — Established operational frameworks for multidisciplinary agency; created product-focused measurement strategy; strengthened UX/creative partnerships

  • Facebook Design Brand Experience — Led narrative repositioning during post-Cambridge Analytica scrutiny; humanized enterprise design; built editorial platforms (Medium, 3K+ readers)

  • Meta Design Community — Produced flagship design summits, conferences, and thought leadership positioning design as strategic advantage

  • Consumer Visual Identity — Strengthened Meta's visual and emotional identity across Instagram, Facebook; partnered with Product and Brand to embed storytelling within product experience

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Executive Partnership & C-Suite Strategy

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Consistently embedded with C-suite leadership on CEO-priority initiatives spanning Mark Zuckerberg's highest-stakes programs.

 

Single-threaded owner of initiatives affecting billions of users. Proven ability to synthesize conflicting priorities, stakeholder needs, and business objectives into coherent narratives and executable strategies.

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Navigated complex moments: post-Cambridge Analytica crisis repositioning, emerging tech integration, responsible AI governance, multi-app ecosystem alignment, creator economy acceleration.

 

Translated ambiguous strategic challenges into actionable frameworks while maintaining human-centered design thinking at scale.

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Key sectors & impact:

  • CEO-Priority Program Leadership — Embedded owner for cross-functional initiatives; trusted to architect clarity in ambiguous, high-visibility spaces

  • Organizational Crisis & Repositioning — Led design strategy during post-Cambridge Analytica scrutiny; repositioned design as vehicle for trust and transparency

  • Emerging Tech & AI Governance — Architected clarity frameworks for responsible AI-driven brand asset creation; led first-ever emerging tech design sprint at Ring

  • Talent & Industry Influence — Spearheaded CEO priority driving top cross-functional talent; contributed 29 hires above goal; hosted 20+ external thought leadership events

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