Experienced Product Leader Driving Data-Driven Growth and User-Centric Innovation
Welcome! I’m a Digital Product Director with an extensive 17-year background in creative and marketing fields. At the forefront of Ionik, a leading data and performance marketing firm, my 7-year tenure has been defined by driving innovation and steering digital strategy.
I am a hands-on product leader with over a decade of experience driving data-informed innovation and growth. I’m deeply involved across all stages—from strategy and ideation to launch and iteration—ensuring product vision aligns closely with user needs and business goals.
My background uniquely blends technical curiosity, analytical rigor, and collaborative leadership. I excel at transforming complex challenges into scalable digital solutions by leveraging data-driven experimentation, user research, and cross-functional team alignment.
I thrive in dynamic environments where I can partner with engineers, designers, and business stakeholders to deliver impactful products that consistently improve user experience and revenue growth.
What can I do for your team?
I bring a strategic and data-driven mindset to every challenge, focusing on delivering measurable outcomes. I thrive in collaborative environments where I engage deeply with both business and technical teams to develop a shared understanding. This holistic approach allows me to effectively align product vision with technical feasibility and business goals, ensuring we maximize each product’s impact and growth potential.
Past Product Growth Initiatives
Below, you’ll find a selection of past product case studies where unique opportunities and challenges were identified through meticulous user and data analysis. These examples illustrate how we successfully enhanced performance by addressing these insights.
Growth Project: Increase User Enrollments
Objective: Expand market share in performance marketing space to cover the senior vertical
Strategy: Create a simple
Testing: We conducted several rounds of iterative testing to refine these enhancements.
Outcome: The culmination of these focused efforts led to a notable overall increase of 6% in enrollment efficiency, demonstrating the effectiveness of a tailored mobile-first design approach.
UI / UX Design, Iterative Testing
Figma, Google Analytics, & Looker Studio
Internal Product Improvement: Increase Paid Media Volume (Google Ads)
Case Study: Google Ads Account Overhaul & Strategic Refocus
Objective: To optimize our Google Ads account structure in line with current best practices.
Challenge: The need to enhance campaign efficiency by integrating more dynamic and responsive advertising models.
Strategy: We implemented a significant overhaul, including the integration of an API pass-back via Google’s Cloud Dashboard with our internal CRM. This allowed sales and conversion data from our CRM reporting platform to feed directly into Google Ads. This integration transformed our traditional Target CPA style campaigns into a more dynamic and responsive ROAS (Return on Ad Spend) model.
Outcome: Post-implementation, we achieved a remarkable increase in average spending volume by 194%, coupled with a 25% improvement in ROI. This demonstrated the effectiveness of our strategic overhaul in not only scaling up our advertising efforts but also in enhancing their overall return on investment.
Performance Marketing
Google Ads & Cloud Platform
Growth Initiative: Improve Communication Pipeline For Users
Objective: To streamline the user enrollment funnel, specifically focusing on email and SMS opt-ins.
Challenge: The existing funnel had friction points that led to user drop-offs.
Strategy: By reconfiguring the funnel, we grouped email and SMS opt-in inputs and strategically positioned them at the final step.
Outcome: This adjustment significantly reduced user drop-offs, resulting in an increase of opt-ins by approximately 5-7% for both email and SMS.
UI / UX Design, Data Analysis & A/B Testing
Figma, Google Analytics & Looker Studio
Growth Initiative: Create additional touchpoints for engaging with users
Objective: Our goal was to maximize on-site revenue and introduce new revenue streams.
Challenge: We needed to implement solutions that would enhance revenue without adversely affecting user experience.
Strategy: We introduced a series of innovative modules and opt-ins. Notable initiatives included a push monetization opt-in and strategy, an automated chat module to mitigate bounce rates, and integrating advertiser opt-ins within the sign-up funnel.
Testing: Rigorous testing was conducted to determine the most effective formats, with a keen focus on ensuring that these additions did not lead to subscriber churn.
Outcome: The strategic implementation and thorough testing of these new features resulted in enhanced on-site revenue streams while maintaining a positive user experience.
Data Analysis & A/B Testing
Custom CRM, Google Analytics & Looker Studio
Growth Initiative: Increase User Registrations & Retention
Objective: To revitalize landing pages and enrollment funnels that typically see performance plateau or regress after a 6-month lifecycle.
Challenge: Our aim was to not only redesign these elements to challenge the existing control but also to integrate product and UX improvements for enhanced performance.
Strategy: We embarked on creating new designs, infusing fresh product and UX enhancements to elevate the user experience.
Additional Focus: A significant part of the strategy also involved improving vital web loading times, recognizing its impact on user engagement and conversion rates.
Outcome: The refresh of the enrollment funnel designs, combined with the emphasis on faster loading times, resulted in renewed performance uplift, effectively extending the lifecycle and efficiency of these digital assets.
UI / UX Design, A/B Testing
Photoshop, Figma, Google Analytics, Custom CRM & Looker Studio
