A multidisciplinary, independently owned design consultancy that co-creates strategies, applications, and processes that solve client's unique business challenges.

Built the foundations of a comprehensive design system focused on UX improvements and UI consistency while refining onboarding flows and co-developing long-term product strategy.

Modernized design, collaboration, and content operations while cultivating a data-informed culture to drive business growth and efficiency.

Scaled mobile app and organization to accommodate diverse property types, improve UX, and align with evolving mission: from reservations to experiences.

• Expanded team from 10 to 85+ people across 14 inter-departmental, multi-disciplinary teams;

• Increased daily active users from 500k to 1.5mil+;

• Significantly reduced TTM for feature development;

• Streamlined workflows, increased partner efficiency;

• Re-architected app's front-end and push notifications while implementing a new design system; and

• Increased multi-platform parity and cross-platform usage.

Led the three partner platform verticals: API, Web, and Native Apps; comprised of 75+ people, 15 direct reports, and 7 product teams. This was the team's 5th leadership change in 9 months. So, I focused on building essential foundations for my portfolio of teams.

• Cultivated technical and managerial leadership, successfully promoting 10+ new managers and 15+ individual contributors;

• Established technical leadership across department, culminating in Department Community Projects led by Craft Principal and Leads (engineering, design, copy, quality);

• Organized two departmental day conferences for the department (300+ attendees);

• Managed change through multiple large-scale organizational, team, and product pivots ;

• Created product teams and technical writer role to strengthen Booking.com's API as a product (rather than just developers); and

• Led the Innovation Week Project developing Booking.com's Inclusion, Diversity, and Belonging portal with an ad-hoc team of developers and designers.

Led growth and organizational development across Growth & Localization, driving team autonomy, performance, and cross-functional collaboration while managing complex organizational transitions.

• Established Localization Community Projects, Field Testing, and Global Insights Resource, connecting cross-subdepartment communication

• Improved team engagement and product focus through strategic leadership

• Facilitated significant personnel transitions across multiple teams

• Advanced blog.booking.com strategy, increasing monthly publication frequency

• Initiated strategic initiatives like Accessibility Team, Tech Team Impact Survey, Copywriter Competency Framework, and Copy Experimentation Tool

By actively seeking opportunities to bridge differences and champion inclusion in every interaction, they make colleagues feel valued and empowered to contribute their unique voices. Their dedication extends beyond daily tasks, challenging the status quo and educating others to build a brighter future for the organization.

Five stories of typographic, geometric, and illustrative tattoos

Synthesizing my leadership philosophy into a coaching practice

Reflections while reading the necessary second edition of Mike Monteiro's "Design is a Job"