Overview

II shaped product direction across a complex enterprise media platform, improving how global teams plan, optimise and make decisions around media investment. The focus was on simplifying dense workflows, making complex data easier to act on and creating a more coherent product experience.
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Leading design across media planning, pricing and optimisation, I used AI-assisted coding and working prototypes to make strategic ideas tangible earlier. This helped teams test direction, expose technical constraints and move into development with greater confidence.
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Close partnership with product, engineering and senior stakeholders helped align priorities, challenge assumptions and turn ambiguous business needs into focused, buildable solutions. The work connected fragmented journeys, influenced broader product direction and created a stronger foundation for future development.
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The result was faster decision-making, stronger alignment and reduced delivery risk across multiple teams.