+13 years of intentional craft

Design lead for the full product surface, and Product Manager for the internal Ops App, owning roadmap alongside design direction on a small team.

• Led design and roadmap for the operations platform that runs the agency end to end, replacing a patchwork of Twilio, Zapier, and spreadsheets with one system covering sales pipeline, recruitment, dialer, and reporting across admin, manager, and rep workspaces.
• Designed the AI call quality workflow: automated transcription and four-pillar scoring feeding manager review and rep coaching, turning ad hoc manual QA into a consistent review loop tied to individual performance.
• Shipped the workforce monitoring suite (time entries, activity tracking, screenshots, weekly timesheet approval) spanning web and a companion desktop client, with payable-hours semantics that had to survive offline gaps and clock drift.
• Improved the Client-to-Hire ratio by 60% by turning a 3,000+ profile talent directory into a curated matching flow, designing a Skill-Year Matrix and two-tier vetting workflow that cut internal shortlisting from 2 days to under 1 hour.
• Reduced form completion time by 60% and increased job seeker submissions by 35% by integrating LLM-assisted features into the application flow, cutting the matching admin workflow from a full day to under 2 hours.
• Unified visual identity across the marketing site and three dashboards by leading a shared Tailwind component library with Marketing, Product, Operations, and Engineering, reducing redundancy and speeding delivery.

• Drove a 300% user base expansion in 6 months by designing the end-to-end UX for a responsive Mega-Club rewards platform that became the primary acquisition engine for the core mobile banking app.
• Led the comprehensive redesign of the Farda-Bank mobile application, aligning complex financial workflows with human-centered design principles to improve retention during a period of hyper-growth.
• Established a unified UI/UX framework for cross-functional agile squads by mentoring the design team and integrating human-centered design practices into the early-stage startup culture.

• Conducted extensive user research and usability studies for a product serving 5 million users, synthesizing cultural insights to adapt features to local needs and increase retention rates.

• Highlights include directing integrated marketing campaigns across OOH and digital channels, building visual identities for three sub-brands (+30% social engagement), and leading an e-commerce redesign that drove ~40% increase in online sales.