Driving strategy, delivery and impact

Leading global digital product initiatives across PUMA's e-commerce ecosystem, partnering with engineering, design, analytics and business teams to deliver scalable customer-facing solutions.

• Established a design system cutting web UX/UI inconsistencies by 80% and reducing designer and developer onboarding time by 50%.
• Led the design of the shopping app across the five key markets. App-driven purchases contributed a 20% lift in e-commerce revenue within those markets.
• Built and led a team of 15 (UX design, research, product) speeding up the design and delivery of user-centric solutions.
• Delivered multi-regional UX improvements across landing pages, search and navigation, product pages, and checkout, contributing to consistent YoY conversion lifts.

Owned UX and optimization strategy for Mytheresa's global websites and app, driving high-impact improvements to design and conversion. Contributed to scaling design processes and improving cross-team collaboration.

Led digital product development for SIXT's customer-facing platforms. Managed a strategic, cross-device UX design program, overseeing the end-to-end process and collaborating closely with Product Design, Pricing, Marketing, and Technology to drive the conceptual development of the rental website and app.

Before moving into product management, I worked across content management, copywriting and editing, search engine advertising (SEA), conversion optimization and usability studies — foundational disciplines at Philips and Monster.com that shaped how I approach user-centered product decisions today.