I drive product vision and execution through UX leadership, strategy, design, and code.
I lead the definition of a user experience vision, one that connects user goals to business goals, and I shape it so that strategy, product, and business all have skin in the game. I do this because I’ve watched solo-strategist decks die from lack of buy-in, and vision-by-committee collapse under its own weight. Working backwards from a vision that people co-own is what makes strategy concrete and execution real.
I’ve put this into practice as Lead Product Designer at Booking.com, where I'm currently shaping the future of Alternative Accommodations, the company’s biggest growth driver.
Strategic leadership
I’m comfortable in ambiguous problem spaces. I focus on outcomes and work closely with strategy, product, and business leadership to shape where we invest — always anchored to a concrete experience vision.
Shared vision, real buy-in
I don’t hand strategies down. I build them with the people who need to execute them. I’ve repeatedly brought cross-functional groups together to co-own a vision, which is what turns alignment from a meeting outcome into momentum.
Hands-on design + code
I haven’t outgrown craft. I stay hands-on across the design process when needed, push prototyping tools, and lead by example. It keeps my thinking grounded and earns trust with the people I work with.
Led the strategic vision for Alternative Accommodations, Booking.com’s biggest growth driver. Pitched business cases that became funded investments, growing the user base.
Partnered with strategy, product, and business leaders to turn vision into prioritized roadmaps — not plans on paper, but initiatives that shipped.
Defined design principles for UX teams, raised the bar through reviews, and contributed hands-on design and prototyping (Figma, Framer, code) where it mattered most.