Projects / Business Cases

Context
Built a personalized commerce experience for key customer segments

Challenge
Generic promotions and content limited engagement among high-value users

Solution
Introduced segmentation logic and UX adjustments to tailor offers and experiences

Impact
Increased engagement and conversion across defined customer cohorts

My Role
Drove strategy, coordination, and delivery with design, data, and marketing teams

Context
Managed the transition to a new commerce platform

Challenge
High complexity and cross-team dependencies risked instability and launch delays

Solution
Designed and led UAT readiness framework, release checklists, and incident playbooks

Impact
Delivered a stable migration with strong cross-team collaboration and visibility

My Role
Directed readiness streams, testing coordination, and post-launch stabilization

Context
Enhanced navigation and search flow for improved product findability

Challenge
Users struggled to reach relevant products due to inconsistent taxonomy and filters

Solution
Rebuilt navigation architecture and simplified filters in collaboration with UX and engineering

Impact
Reduced path-to-product and improved satisfaction across devices

My Role
Led taxonomy redesign, UX research, and analytics validation

Context
Oversaw product launches across multiple international markets

Challenge
Market-specific requirements and fragmented alignment slowed release cadence

Solution
Created unified launch playbook, compliance checklist, and stakeholder coordination routines

Impact
Delivered synchronized launches with improved consistency and fewer last-minute blockers

My Role
Program-managed readiness, stakeholder communication, and issue tracking

Context
Improved product discovery relevance through data and experimentation

Challenge
Static search ranking reduced engagement and discovery quality

Solution
Developed experimentation roadmap, defined metrics, and implemented data-driven ranking

Impact
Enhanced click-through and engagement while creating a repeatable testing framework

My Role
Owned product strategy, metrics definition, and cross-functional alignment

Context
Improved post-purchase and refund journey to increase satisfaction

Challenge
Existing credit and gift card flow caused friction and limited retention

Solution
Optimized store credit and gift card experience with clearer UX and aligned backend steps

Impact
Smoother refund handling and stronger repeat purchase behavior

My Role
Defined improvements, coordinated delivery, and aligned cross-functional teams

Context
Introduced a new premium assortment and merchandising model

Challenge
Specialized product category required tailored UX, operations, and compliance workflows

Solution
Created dedicated product templates, refined checkout experience, and optimized internal processes

Impact
Enabled launch of a new high-value assortment with full operational readiness

My Role
Managed scope, UX coordination, and multi-department alignment for launch

Context
Improved efficiency for internal content management and publishing

Challenge
Fragmented workflows and manual steps slowed campaign delivery

Solution
Streamlined content intake, prioritized automation pilots, and clarified ownership structures

Impact
Reduced campaign turnaround and increased CMS adoption across teams

My Role
Led discovery and roadmap definition, rollout coordination, and internal training