• Product management & strategy: Led product strategy and roadmap for 2 cross-functional development teams, setting prioritisation logic based on business impact and user value across competing SEO, content, editorial, and commercial requests. Used Opportunity Solution Trees and structured discovery to resolve conflicts, make impact-driven trade-offs under limited resources, and align teams on what to build first. • Experimentation & decision-making: Owned experimentation across 6+ flagship sites and 3 company verticals, framing ambiguous problems into testable hypotheses and running A/B and multi-variant tests end-to-end. Established experimentation processes and templates, onboarded other POs on VWO, and delivered successful experiments, including one showing a ~12% relative increase in total clickout rate. • User research & insights: Conducted hands-on user research using surveys, behavioural analysis, and experiment data, synthesising qualitative and quantitative insights to improve content relevance, conversion, and overall user experience. • Major redesign leadership: Led a full end-to-end redesign for a flagship site, driving an iterative rollout approach over a big-bang release to reduce delivery risk and achieve strong stakeholder alignment. • Execution & scale: Coordinated delivery of product and UX changes across multiple high-traffic platforms and 8+ GEOs per site, aligning design, development, SEO, editorial, and localisation inputs. Clarified requirements upfront, kept backlogs ready across teams, and maintained shared documentation and training to keep delivery flowing.

* Leading 7 exploratory and strategic B2B research initiatives, facilitating research kickoff and debrief sessions with 10+ stakeholders and development teams. * Conducting in-depth interviews with 80+ clients across 7 markets and 6 user personas, achieving at least a 90% confidence level in understanding client needs per research initiative. * Creating multiple Opportunity Solution Tree maps, communicating 16+ actionable findings to PMs, directly shaping product strategy. * Conducting 30+ continuous discovery sessions, uncovering 15 new foundational topics. * Proposed the improvement of UX metrics, presented to a shareholder, and increased survey respondents from 93 to 170 after implementing. * Proposing and organizing a UXR maturity workshop, resulting in 7 initiatives to increase maturity and 5 initiatives to improve research ops.

* Leading 60+ qualitative and quantitative B2C research activities including around 100 sessions collecting more than 300 unique feedback items * Improving research accessibility and discoverability by 80% with a Research Repository created from scratch using Airtable * Developing 6 detailed, data-driven user personas by triangulating quantitative and qualitative research data * Delivering 10+ research presentations and reports, increasing stakeholder satisfaction * Redesigning the user recruitment flow, reducing time by 25%, and growing the User Panel from 0 to 100+ users.

Product Analytics Certified

Pendo.io

2024

Data-Driven Design: Quantitative Research for UX

IxDF - The Interaction Design Foundation

2021