I design, build, and lead the experience capabilities that make growth sustainable—connecting human behavior, service systems, and organizational strategy to create lasting value.
I work where experience is central to strategy, but the systems behind it are not yet built to support it.
My work integrates customer behavior, experience architecture, and operating models to turn strategic ambition into scalable services, stronger customer relationships, and measurable business value.
Drawing on experience across industries, markets, and stages of growth, I bring a design-led perspective to the challenges of scaling—balancing innovation, operational realities, and the human experience of change.
Experience Architecture | Service Design | Customer Behavior | Operating Models | Customer Economics | Scaling & Transformation
Where my work operates.
How services, experiences, and organizations evolve as businesses grow—and how to design for scale without unnecessary complexity.
Designing for Growth & Complexity
How experience functions when scale, constraints and interdependencies determine outcomes.
Decision-making & Sensemaking Under Constraint
How organizations interpret signals, set priorities, and make consequential choices under uncertainty and pressure.
Service Design & Journey Systems
The operating structures that keep experiences coherent end-to-end across teams, channels, and moments that rarely align on their own.
Organizational Change that Sticks
How intent becomes embedded in operating models, behaviors, and incentives.
AI, Data & Technology that Shape Behavior
How digital systems enable scale, shape behavior, decisions and outcomes–without eroding trust or judgement.
Value, Cost & Experience Economics
How experience decisions influence growth, retention, cost-to-serve, and long-term value.
Leadership is the work of translating ambition into conditions that enable real, repeatable progress.
Conditions that make progress possible.
Clarity of Intent & Signal
Progress depends on shared understanding. When intent is clear and success is consistently defined, effort aligns naturally and allows people to focus their energy where it matters most. That’s when effort becomes momentum.
Alignment Between Structure & Behavior
Progress becomes durable when there is alignment between stated goals and the way the work actually happens. When incentives, ownership and decisions reinforce what an organization is trying to achieve, the work moves forward without the need for constant intervention.
Follow-Through Over Time
Progress holds when decisions remain stable under constraint. Conditions that support continuity–clear ownership, sustained attention and accountability–allow ambition to translate into lasting outcomes.
Leadership in action.
12+
Years in people leadership with 7+ years managing managers.
People managed on teams ranging from 2 to 35 FTEs, and up to 150 contractors.
250+
10
Years leading distributed teams across up to 5 countries.
Teams built and scaled from the ground up along with the 6 roles pioneered in companies joined.
10
Professionals & students formally mentored and coached in my career…and counting.
40+
Approach.
I approach business challenges as design problems: understanding the people involved, questioning established assumptions, envisioning better possibilities, and shaping the systems required to make them real.
That means moving between strategy and execution, individual experiences and organizational structures, creative exploration and commercial realities.
The aim is not simply to improve what exists, but to create the conditions for something better to emerge—and endure.
Experience Design in Altitudes
Experience design doesn’t live at a single level. It operates across multiple altitudes at once–from individual interactions and service journeys to the organizational systems that shape them. Progress depends on identifying and understanding which altitude a problem belongs to and acting at the right level.
Influences & inspiration.
I've worn many hats and held many titles, from performing artist to VP of Service Design. I've lived and worked across three countries and seven cities, and my years in agencies and consulting have introduced me to an extraordinary range of industries, people, and perspectives.
Each experience has challenged what I thought I knew, expanded my curiosity, and influenced how I see the world. Together, they've shaped a career that has never followed a particularly straight line—and a perspective I wouldn't trade for one that did.
My life in locations:
Living and working globally shaped how I lead, decide, and design under complexity. Eight years outside my home country exposed me to different cultural norms, operating constraints, and expectations–experience that continues to inform how I build trust, align teams, and lead international strategies.
Passions followed.
My interests have rarely stayed within a single discipline. From theatre and design to behavioral science and technology, I've followed my curiosity wherever it led, finding unexpected connections and new ways of seeing the world.
Theatre/ Arts
Immersive world-building. Public speaking and performance. Collective creation under pressure.
Human Resources
Organizational systems and operating models. Executive communication and leadership structure.
Architecture & Design
Structural thinking and systems design. People-centered architecture and visualization.
Behavioral Science
Human behavior, learning, and decision-making. Behavioral economics and applied psychology.
Technology
Technology as a behavioral force. Artificial intelligence, automation, and product systems.