Led multi-market discovery through stakeholder workshops and distributor interviews, synthesizing CSAT and VoC data to connect poor customer retention to distributor workflow problems. Delivered insights that shifted the business approach from one-size-fits-all to a tiered product suite addressing three distributor archetypes. Co-created product vision narrative aligning stakeholders on the path forward.

Distributors abandoned online orders because real prices, promotions, and logistic rules only appeared late at checkout. Led discovery with distributors and internal stakeholders across tax, payments, logistics, pricing, and engineering to define what to show, when, and how. Mapped business rules to the relevant parts of the buying journey, surfacing the right information in the right context to nudge users toward completing their order. Designed both MVP and future vision, aligning stakeholders on a phased rollout. The communication framework was later adopted by other design teams across the platform.

Led end-to-end design to bring credit terms (buy now, pay later) into checkout and allow a new segment of customers to order online, reducing operational expenses for the business. Surfaced credit information at critical moments throughout the payment journey. The experience became part of a plug-and-play payment service, later adopted by other HEINEKEN products across markets.

Led UX for Brandwatch's acquisition of an influencer marketing tool, delivering first integration in 30 days. Pushed back on surface-level UI overhaul demands and along with tech created a phased integration approach. Simultaneously managed the analytics design team growing from 2 to 5 designers, creating structured onboarding, knowledge-sharing and mentoring sessions supporting the team’s efficiency and high spirits.