Product Design Leader Builder Mentor Manager Head
I'm a design leader with 17 years of experience who still does the work. I lead discovery, ship product, build systems, and grow the people around me — and most of the time, those things happen in parallel rather than in sequence.
Case studies
Building Gaming 2.0 MVP
Engagement grew while product teams delivered updates twice as fast.
Coming soon Scaling Product & Team
Shipped more than ever, while doubled the team size and raised eNPS score.
Coming soon Optimizing for Growth
Smart experiments to achieve double digit active customers growth.
How I lead
I operate as a player-coach, which in practice means I'm the one leading discovery sessions and making interaction-level decisions, while also building the infrastructure that helps a team move without me in the room. That includes design systems, ways of working, and the kind of feedback culture where people actually get better over time.
While staying roughly 70% hands on, I grew a design team to 11 people across three product domains. My hires and direct reports have low attrition, get promoted, and deliver measurable impact — which tells you more about how I lead than any philosophy statement would.
How I work
I believe we are going through a fundamental shift in how digital products are built. I adopted AI tools early and today they are part of my design process. In practice that means working with AI as a design critic, product thinker, researcher and analyst that helps me challenge assumptions and explore solutions.
Because of that I now spend as much time in tools like Claude and Codex as I do in Figma. Moving between design and code allows me to test ideas at higher fidelity, run experiments earlier and close the gap between concept and implementation. In my next role I want to help build or lead a design team that works this way.