Find the gap. Architect the fix. Scale the impact.

This is not a collection of designs. It is a portfolio of ideas — a series of strategic deep dives into companies that shape how we shop, sell, and connect. Each one is an answer to a single question: how can this be better?

PRODUCT STRATEGIST✷ product builder✷ OPERATIONS LEADER✷ systems thinker✷ brand strategist✷ STORYTELLER✷ pattern finder✷ problem solver✷ PRODUCT STRATEGIST✷ product builder✷ OPERATIONS LEADER✷ systems thinker✷ brand strategist✷ STORYTELLER✷ pattern finder✷ problem solver✷

Selected Case Studies — 03 / 03

Three companies. Three problems. Three blueprints.

01 Marketplace Strategy

Care+ by Instacart

A life-stage subscription that transforms Instacart from a luxury into an essential utility, breaking the fee-fatigue death spiral hurting consumers and shoppers alike.

Subscription / Marketplace / Retention
Read the case study
Care+ by Instacart
02 Retention & Pricing

Square 2.0

Turning Square from a transaction tool into a lifelong business partner. A growth rewards framework that makes staying more valuable than leaving for mid-market merchants.

Pricing / Retention / Merchant Strategy
Read the case study
Square 2.0
03 Platform Teardown

Reviving Facebook

A CPR protocol for a social giant. Killing the feed and rebuilding the platform around its single most underutilized asset: communities.

Platform Strategy / Community / Vision
Read the case study
Reviving Facebook

Get to know me

Five riddles. One answer each.

A different way to introduce myself. Pick the answer you think fits — only one is right.

01

I have experience but no traditional path. I have products but no company. I have the skill but not yet the title. What am I?

Try again — there's a right answer here.

A PM in the making. Six years across operations, e-commerce, and product. Two B2B platforms shipped end-to-end. The title is the only thing missing — and that's a paperwork problem, not a capability one.

02

I speak without a script. I build without a team. I see without being shown. What am I?

Try again — there's a right answer here.

Her process. I think out loud, ship in public, and trust what I see before someone validates it. The work moves faster when you stop waiting for permission.

03

The more broken it is, the more I want it. The more unclear it is, the more I see it. The messier it is, the more at home I feel. What am I?

Try again — there's a right answer here.

Her ideal problem. Clean briefs are for people who need to be told what to build. I do my best work where the structure is missing — that's where the real strategy lives.

04

I shipped without permission. I built without a budget. I decided without a committee. What did I do?

Try again — there's a right answer here.

Launch two real products. Both are live. Both were built end-to-end with Claude Code. No team, no funding, no approval cycle. Just the work.

05

I managed millions without the title. I led without the authority. I delivered without the playbook. What does that make me?

Try again — there's a right answer here.

Overqualified and underestimated. A $5M capital improvement project. D2C ops at scale. Procurement, vendor strategy, compliance — all delivered without the senior title attached. That's not luck. That's a pattern.

The Person

Product builder.
Strategist.

Six years across operations, e-commerce, and product. I've managed a $5M capital improvement project, run D2C ops for a beauty brand, and now I'm shipping two B2B platforms end-to-end with Claude Code.

I think in systems. I find gaps before I'm asked to. And I build what's missing.

This portfolio is how I think — three companies, three strategic teardowns, all self-initiated. Read them in any order. Each one is an answer to a single question: how can this be better?