✦ Designed high-fidelity mocks, edited legacy user flows, and tested in-product language to optimize UX heuristics and help users meet their goals within Apple's Payments & Subscriptions ecosystem. This includes product flows, interface language, education materials, product names and naming conventions, navigational nomenclature, taxonomies and other content terminology across Apple products.✦ Developed logic and dynamic taxonomies to personalize user experiences.✦Worked cross-functionally to develop sound information architecture. This included organizing, structuring, and labeling content in an effective and sustainable way to help users complete tasks and have frictionless experiences.✦Partnered with localization teams to globalize product experiences.

✦ Led the initiative to mitigate, prioritize, and triage tech debt across our e-commerce tools: TikTok Shop, TikTok Ads Platform & Business Center.✦ Initiated cross-functional collaboration with product and development leads, engineering, research, marketing, data science, and other design systems teams to take products from conception to launch.✦ Developed consumer mental models to optimize legacy flows and create a cohesive product narrative for new products and features.✦ Influenced product decisions and strategies, including identifying potential financial risk and opportunities for the company by aligning stakeholders around significant decisions.

I work with HR Technology to develop human-centered internal tools. I’m part of the core group leading the Digital Transformation project. We’re developing a single solution that will unify fragmented experiences across company-wide HR processes.✦ Developed information architecture that reorganized content so that searches produce more relevant, timely, and personalized results.✦ 35% decrease in open cases by reducing cognitive load in case management tool and optimizing automated communication. ✦ Reduced caseload of filed errors in our benefits enrollment process by creating screen overlays in high trafficked areas.

Led the payment compliance content strategy for business hosts in the EU. Defined and created the end to end user-facing information collection and verification process. Throughout this initiative I monitored completion rates, using data to iterate on further user interface and content improvements in our EU business flows. I identified key blockers and eliminated frictions to end-user success by unifying taxonomies across the organization to provide more guidance for our hosts and optimized direct communication from in-product messaging and email to our internal verification tools and third-party vendors. This drove tangible results and statistically significant decreases in CS contact rates while increasing form completion levels.✦ 72% lift in EU business verification completion rates✦ 28% reduction in CS contact rates. Decreasing customer service interactions has a measurable impact on team budgets and revenue. ✦ Created holistic solutions by inverting task structures so that design and engineering work was distilled from our larger project vision.

Establishes, analyzes, and interprets key performance indicators (KPI) to align vision and ensure a consistent story is carried throughout, from in-product touchpoints to outbound marketing channels. Develops innovative concepts and crafts stories based on data analytics, consumer behavior, and best practices. Develops and executes strategic marketing campaigns, champions brand voice and style, and leads multi-channel initiatives to completion, on-time and within scope. ✦ EIS Award winner for developing a modularized email template, customizable for local marketplaces, reducing data backend workload by 40%. ✦Drove a 5% stat sig lift in Consecutive Trips series completion from a single communication while improving driver engagement.✦ Partnered with Product, Consumer Insights, Analytics, and Branding to align initiatives with structure and solid consumer understanding.

Consulted with clients to identify business goals, target audience, priorities, and requirements. Defined, analyzed, and interpreted KPI to amplify brand awareness, products, and services; conducted extensive problem-solving and client relationship management within the ad agency. Influenced consumer behaviors by identifying and resolving pain points, leveraging use cases, and developing highly engaging and inspiring content to humanize corporate brands; created customized copy for the award-winning ad agency. ✦ Tactically led the creative strategy and delivered highly compelling content; engaged consumers and developed a viral campaign.✦ Oversaw all crafting, editing, and proofing of copy for paid social campaigns, email marketing, and website. Award winning ad agency.

Developed and orchestrated the global strategic roadmap to maximize customer engagement. Set metrics and KPIs to achieve milestones, goals, and expected conversion rates. Built and launched paid social campaigns to reach target audiences; created high-quality content for all digital and social media platforms. Developed and scaled digital influencer engagement strategy, identifying key influencers, creating business relationships around content, events, and product launches. ✦ Generated viral social audience growth and 24K followers (300%+ increase) in 1 month with an optimized content model.✦ Managed communities of 3M+ while driving high-growth campaigns with unparalleled click-through, engagement, and conversion rates.✦ Built and launched multiple campaigns saw click-thru/engagement rates outperforming industry benchmarks and driving 1,000+ sales leads.

Developed a marketing strategy and brand voice that prioritized millennial humor, while also considering mobile analytics and user behavior from our market research. Created integrated cross-channel marketing efforts leveraging industry best practices for various platforms. Analyzed ongoing digital marketing campaigns, reviewed datasets and findings to optimize campaign performance and conversion rates.✦ Raised ROAS +120% for Facebook ad campaigns by determining target audiences, measuring engagement, A/B testing and creating high-performance ad copy.✦ Analyzed social KPI's on a daily basis for continuous optimization efforts.✦ Created reengagement campaigns in the form of: push notifications, display network ads and search network ads.

Worked collaboratively with cross-functional teams and stakeholders to align program vision for integrated cross-channel marketing campaigns. Conducted in-depth analysis of campaign efficacy, user interactions, and KPIs. Delivered engaging content to educate customers; managed projects from brief to execution in a fast-paced environment to meet deadlines. Tracked conversion funnels and implemented reengagement campaigns. Instrumental driver in developing brand strategies and creating new content on all paid social platforms.✦ Created reengagement campaigns in the form of: push notifications, display network ads and search network ads.✦ Developed and managed social media ads, interpreted Facebook Ads Manager metrics, leveraging data to inform future campaigns and efforts.✦ Tracked user conversion funnels on mobile and web platforms such as Mixpanel, Facebook Ads Manager and Google Ad Words.

Rapidly promoted within first year to direct product and regional sales operations. Met weekly with vendors, conducted site visits and communicated daily with technicians, roasters, and clients. Overseeing direct sales and business development functions, including new product rollouts, account management, customer relationship development, contract negotiations, and order fulfillment. Built and managed successful client relationships, ensuring all project needs were met.

Created and facilitated training manual for company representatives, developed new sales programs, and acted as international liaison between cooperative farmers and clients. Implemented strategic plans to market company brand and persuade clients to purchase our products and services. Accountable for channel and end-user sales development, new market identification and penetration, and contract negotiations. Monitored operational performance of accounts to ensure alignment with brand quality standards.