Built WMG's first quantitative UX research practice from the ground up (0→1), scaling a mixed-methods research function that influenced $100M+ in product roadmap decisions. Designed and executed complex, multi-product studies—including AI trust research and songwriter analytics prioritization for the Pulse app—that aligned cross-functional leaders on user needs and strategic direction. Established rigorous research methodologies that combined behavioral analytics, survey research, and user testing to deliver actionable insights across WMG's digital product ecosystem. Pioneered WMG's first unified Research Operations function, creating scalable infrastructure that democratized research across the organization. Developed an AI-powered insights repository, research templates, toolkits, and trusted tester programs that increased organization-wide research adoption by 40% and reduced participant recruitment time by 85%. Enabled 50+ product managers, designers, and engineers to conduct tactical research independently while maintaining quality standards, transforming research from a bottleneck into a strategic enabler. Established comprehensive measurement frameworks that created a unified view of user experience across WMG's product ecosystem. Developed standardized metrics and evaluation methodologies that enabled consistent tracking of user satisfaction, product performance, and strategic KPIs. These frameworks provided leadership with clear, comparable insights across diverse products and services, supporting data-driven decision-making and portfolio-level strategic planning.

Built The Trade Desk's quantitative research practice from the ground up for their $1.5B+ AdTech platform, establishing research as a strategic function that influenced platform development and multi-million-dollar investment decisions. Conducted foundational user segmentation research that challenged existing organizational assumptions about advertiser needs and behaviors, providing data-driven insights that shaped product prioritization and resource allocation. Designed rigorous quantitative studies—including longitudinal tracking, behavioral analysis, and needs assessment—that gave executive leadership confidence in strategic product bets. Delivered measurable business impact through strategic research initiatives that maintained 95%+ client retention rates and increased Net Promoter Scores. Translated complex user insights into compelling business cases and executive narratives that aligned leadership on product strategy and market opportunities. Connected user research directly to revenue outcomes by identifying friction points in the advertiser experience and quantifying the business value of proposed product improvements, establishing clear ROI for research investments. Built a collaborative research culture by partnering with cross-functional leaders across product, design, engineering, marketing, and data science teams. Created research infrastructure—including standardized methodologies, insight-sharing systems, and stakeholder engagement frameworks—that reduced validation cycles and embedded user insights into decision-making processes. Established research as a core input to multi-year product roadmaps, ensuring user needs informed strategic planning while enabling teams to move faster with confidence in their direction.

Designed advanced quantitative frameworks and causal inference models to measure product impact and adoption at scale. Partnered with leadership to embed AI/ML-driven research into decision-making for internal tools.