Professional Experience

 

META, Menlo Park, CA

SENIOR UX RESEARCHER
, Oct 2021 - Apr 2023
Facebook Strategy & Foresight, Facebook Studio (Monetization)

Subject matter expert on foundational young adult cohort needs, motivations, and behaviors, delivering insights to horizontal and product-oriented teams within Facebook and Meta’s family of apps 

  • Shaped app-level strategic recommendations to senior leadership on young adult priorities, and influenced product and research roadmaps and experiments by leading end-to-end research (>$1M annually) in key focus areas

  • Sparked product and feature ideation and established direction of new design principles by exercising futures thinking grounded in signal gathering from primary research on emerging behaviors, competitive analyses, and external cultural shifts

  • Identified net-new opportunities for driving young adult app usage by developing insight-driven frameworks that unpacked critical barriers to app growth, partnering with cross-functional teams to implement recommendations in product direction and strategy

  • Established regular alignment on gaps and opportunities among senior UXR leads and evergreen understanding of Facebook’s critical cohort across product teams by leading bi-annual roundtable of 15 cross-product UXRs to collaboratively deliver canonical insights in young adult strategic areas

  • Managed contract researchers and vendor relationships to deliver plans on budget and on-time

METHOD PRODUCTS, PBC., San Francisco, CA

CONSUMER INSIGHTS MANAGER, Sept 2019 - Sept 2021
Method, Mrs. Meyers Clean Day & Babyganics

Elevated the human-centric mindset within a portfolio of brands to deliver innovation in sustainable home cleaning and personal care

  • Uncovered consumer unmet needs, motivations, and barriers in emerging categories that drove product development and positioning for new Method concentrates and Mrs. Meyers Probiotics offerings by leading design, moderation, and analysis of exploratory and evaluative studies

  • Guided decisions on marketing strategy, campaign development, and messaging priorities by managing the portfolio’s biannual brand tracker, delivering recommendations that led to significant gains (up to +8pts) throughout the marketing funnel and improvements in key equity metrics

  • Effectively drove alignment amongst senior product and technical teams by translating complex data and implications into clear visualizations, rich consumer stories, and journey maps that amplified the consumer voice

  • Converted critical business problems into robust learning plans, balancing rigor with speed at each stage and leveraging a versatile toolbox of research approaches to meet budgets

  • Created a culture of inclusivity and empathy within the organization as a key member of the company’s diversity, equity, and inclusion committee

THE J.M. SMUCKER COMPANY, San Francisco, CA

Manager, Innovation Insights, Jul 2016 – Jan 2019
Pet Portfolio

A champion of the consumer voice, responsible for bridging consumer needs with business strategy and creative design to launch resonant new products

  • Pioneered the Jobs to Be Done approach within the Pet business to reveal and define core consumer problems and influence product roadmaps, identifying strategic white space opportunities at the intersection of key growth segments and target audiences 

  • Transformed nascent ideas into consumer validated propositions and partnered with product teams to commercialize four in-market launches within two years, including the company’s largest launch on record (est. $100M+), by leveraging Design Thinking principles to lead product and technical teams through unmet need discovery, ideation, and concept development

  • Designed, managed, and implemented over $450k annually of consumer learning plans in service of guiding Pet portfolio’s product roadmaps 

  • Piloted emerging and new-to-the-company methodologies to expand the Insights function’s capabilities to deliver quick-turn, iterative consumer learning and feedback

  • Mentored junior researchers on building collaborative and integrated learning plans, executing Jobs to Be Done methodology, and delivering impactful storytelling for senior leadership audiences

ANTHEM WORLDWIDE, San Francisco, CA
Strategist, Apr 2013 - Jun 2016
Strategy Coordinator, Jan 2011 - Mar 2013
Strategy Intern, Jun 2010 - Dec 2010

A trusted innovation and brand strategy consultant to consumer products and retail clients in the food, pet, health devices, alcohol beverage, and arts & craft categories

  • Conducted extensive internal business assessments and brand analyses, and external trends, category, and competitive research to uncover enterprise-wide opportunities and draft future state vision for major food manufacturer

  • Led exploratory research initiatives to uncover unmet needs, developing questionnaires and discussion guides, moderating in-home ethnographies and shop-a-longs, and designing user experience surveys to inform and define innovation opportunities

  • Managed brand building and activation projects including positioning, nomenclature, and new product development, consistently delivering on-time and on-budget

AMEREDIA, INC., San Francisco, CA
Media Research Intern, Sept 2009 - Dec 2009

  • Identified innovative methods to increase efficiency of targeting and capturing hard-to-reach multicultural audiences for telecommunications advertising campaigns

  • Investigated emerging multicultural channels to test in future campaigns