I’m an award-winning content and creative leader, dedicated to helping people live fuller lives.
Read on to learn about my work approach and go-to karaoke song.
My Approach
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🧘 Center the User
I believe the best products practice user-centered design. I approach my work by asking, “What is a user thinking, feeling, or needing right now?” I answer that question through a mix of user research and user testing, iterating along the way to make the product better serve the user and their world.
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📖 Tell a Story
I began my career as a journalist, telling the stories of people, trends, and products. Today, I bring an element of storytelling into all creative projects. I believe a good user journey feels like a good story: captivating, creative, and clear.
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📈 Use Data to Drive Strategy
Mixpanel. Google Analytics. Chartmogul. Typeform. These are a few of my secret weapons when developing content strategy. I build strategy with a testing mindset, setting KPIs and using engagement data, conversion rates, and user feedback to help me create and iterate.
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🌎 Make an Impact
I believe business goals and user impact can go hand-in-hand. 97% of Shine app users improved their mental health while using our product. Strong conversion, engagement, and retention metrics don’t come from simply building a beautiful app—they come from creating a positive impact on a user’s life.