Defining product direction, from strategy to working code
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I led the design and evolution of an enterprise media planning platform used by global teams and advertisers including IKEA, Coca-Cola and Google to plan investment, build campaigns and optimise performance. Starting with the core planning experience, I helped transform fragmented workflows into a more connected product, then extended it with new campaign planning, pricing and optimisation capabilities.

Working as a client partner, I collaborated directly with senior product, engineering and business stakeholders to define priorities, challenge assumptions and turn operational complexity into clear product direction. This meant aligning multiple teams around shared decisions while balancing user needs, commercial goals and technical constraints.

I worked across both design and code, using AI-assisted development and functional prototypes to explore concepts, test interactions and identify implementation risks earlier. This made strategic ideas tangible, strengthened collaboration with engineering and moved validated solutions into delivery with greater confidence.

The result was a more coherent product and a stronger way of working across six global teams. Planning became faster, decisions clearer and delivery less uncertain. Beyond the individual features, the work established a repeatable approach for using design, AI and code to move from ambiguity to validated product outcomes.
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