Led the end-to-end native app product experience from discovery through launch

Set experience direction across personalization, sharing, and rewards

Drove alignment across Product, Engineering, Legal, Marketing, and Analytics

Established patterns for moderation, governance, and scalable design systems

Established product direction under constraint by defining a clear principle in that creation should feel effortless, sharing rewarding, and safety seamlessly enforced while aligning early with Legal and Engineering on moderation, data, and platform realities.

Led cross-functional decision-making by exploring multiple recognition approaches and ultimately driving a pivot away from leaderboard-based competition toward a more scalable, risk-aware model that balanced engagement with legal and moderation constraints.

Built the interaction and visual system as a product capability by partnering with Taco Bell’s internal brand agency and introducing style cards, a “My Styles” library, and social-ready share assets so sharing felt like a natural extension of ordering and not an extra step.

Operationalized safety and scalability by defining moderation workflows and governance patterns that made the system sustainable and extensible without ongoing redesign.

Enabled measurement and iteration by partnering with Product and Analytics to establish creation, sharing, and conversion metrics and identify opportunities to improve engagement post-launch.

Prioritized one-tap creation from PDP to maximize conversion

Shifted to a risk-aware recognition model to balance motivation with constraints

Made sharing a core behavior, not just an add-on

35,000+ Fan Styles created

~4% increase in AOV for Fan Style orders

Strong earned media coverage (Fast Company and People Magazine) and social amplification