Designing systems where scale meets taste, and experiences feel personal

I define how systems evolve with the customer, shaping both the experiences and the way organizations design, build, and scale them. My work focuses on signal-driven personalization and adaptive UX frameworks that influence how teams operate, supporting experiences for hundreds of millions of Prime members globally.
+484K
New Prime members acquired in one quarter by rethinking onboarding and value clarity
130%
Increased experiment velocity via operationalizing scalable systems
$271MM
Generated revenue impact driven in one quarter through personalization strategy
26
Global markets influenced through scalable CX frameworks

Selected Work

I define systems that power how hundreds of millions of customers discover, engage with, and realize value.
Amazon Prime: Personalization & CX Frameworks at Scale
Amazon Luxury: Defining a Scalable Premium Commerce Mode
Amazon Fashion: Re-architecting Search & Discovery at Scale
Freevee: Designing the Foundations of Ad-Supported Streaming

I design at the intersection of scale, taste, and human behavior.

I care deeply about how systems shape experiences- not just what is built, but how the product feels and decisions are made and evolve over time. My direction defines the underlying logic that enables teams to deliver consistent, high-quality experiences across surfaces while adapting to the needs of individual customers.

I create frameworks that: translate customer signals into experience decisions, scale across teams, markets, and surfaces, and continuously improve through feedback loops.

Recognition & Leadership

Selected for Amazon’s Leadership Innovation Program
Amazon Leadership Cohort — Ireland, 2025
Pixel & Prompt Ambassador — GenAI Design Program
Selected to represent design in Amazon’s GenAI initiative — Seattle, 2025
Authored WW Prime Personalization Framework
Defined the global strategy for signal-driven personalization across Prime experiences — 2026
Amazon Luxury Stores
Led concept design and strategy for premium commerce experience featured in Vogue