Lead the Design Team within a SaaS product environment, overseeing UX/UI, brand systems, and immersive digital experiences. Joined during early-stage growth and contributed to the evolution of the company from startup to scale-up and subsequent group integration. Lead and mentor a multidisciplinary team of 5 designers (UX/UI, branding, 3D, motion). Defined and scaled a cross-platform Design System, establishing component architecture, governance processes, and quality standards across product and marketing surfaces. Ensured design–code alignment by collaborating closely with engineering on implementation consistency and system maintainability. Structured contribution workflows, documentation practices, and design review rituals to increase scalability and reduce design debt. Designed and launched 3 proprietary SaaS product platforms, aligning UX architecture with backend logic and operational constraints. Contributed to the company’s evolution from startup to scale-up and subsequent integration into the OneTag group, adapting design governance to increasing organizational complexity. Delivered 600+ digital advertising campaigns, balancing platform scalability with client-specific needs. Partnered with Product and Marketing to align user experience improvements with growth objectives. Explored AI-assisted workflows to streamline documentation, asset production, and system consistency.

Led digital and brand ecosystems for global clients within a multi-disciplinary agency environment. Directed multi-channel digital experiences for international brands including Spotify and Coca-Cola. Managed cross-functional teams (design, motion, 3D, content, development). Oversaw UX/UI and brand systems across complex campaign architectures. Presented strategic concepts and roadmaps to senior stakeholders. Ensured consistency and scalability across digital touchpoints.

Led branding and digital product initiatives for startups and corporate clients. Designed identity systems, digital interfaces, and structured visual ecosystems. Translated business strategy into coherent brand and interface systems.