[{"role":"Principal Consultant","company":"V2 AI","endYear":2025,"endMonth":"1","location":"Sydney, Australia","startYear":2024,"startMonth":"1","currentRole":false,"description":"Principal design consultant on a digital transformation initiative for one of Australia's largest companies. Established a scalable design framework for an industry-first retail media SaaS platform, protecting and growing $500m in annual revenue. Led strategic design leadership while co-authoring product delivery frameworks and building executive advocacy for continued platform development. Consolidated design debt and tightened platform UX/UI while defining product vision and aligning delivery timelines with client needs."}, {"role":"Principal Product Designer","company":"Domain Group","endYear":2024,"endMonth":"1","location":"Sydney, Australia","startYear":2021,"startMonth":"1","currentRole":false,"description":"Managed design direction and strategy for a suite of Agent Experience products. Led end-to-end redesign of Social Boost to grow product value, generating over $15m in new revenue while increasing user ad spend ROI by 120%. Leveraged Service Design frameworks to introduce automation into Social Boost's backend, reducing manual processing by 80% and improved SLAs from 3 days to 30min. Ran BML cycles to iterate and optimise Social Boost's targeting with machine learning and Domain data, leading to a 111% increase in Link Clicks and 55% more efficient CPC."}, {"role":"Lead Product Designer","company":"IAG, Innovation Labs","endYear":2021,"endMonth":"1","location":"Sydney, Australia","startYear":2019,"startMonth":"1","currentRole":false,"description":"Represented product and design streams within DVF huddles to design, validate and launch new digital ventures. Conducted user research and rapid prototyping, translating insights into a comprehensive product strategy and MVP roadmap for a proactive home care solution."}, {"role":"Senior Product Designer","company":"IAG, Digital Ventures","endYear":2019,"endMonth":"1","location":"Sydney, Australia","startYear":2018,"startMonth":"1","currentRole":false,"description":"Represented design within a cross-functional team focused on exploring opportunity areas aligned to IAG's ecosystem strategy. Contributed competitor analysis and customer research to identify gaps in vehicle trading and subscription markets and inform our acquisition shortlist. Leveraged research to identify product principles, prototype and test differentiated features to help validate the opportunity and indicate commercial potential. Prepared key research insights and design assets to strengthen our business case that resulted in IAG acquiring a majority stake in Carbar (valued at $17.1m)."}, {"role":"Experience Designer","company":"Folk experience agency","endYear":2018,"endMonth":"1","location":"Sydney, Australia","startYear":2016,"startMonth":"1","currentRole":false,"description":"Worked with local, state and federal government agencies and B2B corporations to deliver large-scale digital transformation, research and experience design initiatives. Supported user research and co-design with Service NSW to understand user needs and pain points associated with the proposed digitisation of NSW Registration renewal. Contributed UX research and design inputs for a digital transformation initiative that enabled the NSW Electoral Commission to deliver a multi-channel democratic process."}, {"role":"UX/UI Designer","company":"Freelance","location":"Sydney, Australia","startYear":2015,"startMonth":"1","currentRole":true,"description":"Helping startups tighten their user experience and digital interfaces across app and web."}]