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.

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+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

Global markets influenced through scalable CX frameworks

Selected Work

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Amazon Prime — Personalization & CX Frameworks at Scale
Defined a scalable system for signal-driven personalization across global Prime surfaces.

Amazon Luxury — Defining a Scalable Premium Commerce Mode
Built a system for curated, brand-controlled luxury experiences within Amazon’s marketplace.

Amazon Fashion — Re-architecting Search & Discovery at Scale
Redesigned discovery through signal-driven ranking and behavioral adaptation.

Freevee — Designing the Foundations of Ad-Supported Streaming
Established core UX patterns for ad-supported viewing across streaming surfaces.

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

I care deeply about taste, what gets shown, what gets prioritized, and how products shape what people choose to pay attention to. My work centers on building systems that scale across markets while adapting to individual behavior turning complexity into clarity for hundreds of millions of customers.

About Me

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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