Directed a cross-functional design organization to improve core consumer experience and native applications. Identified strategic product opportunities and spearheaded design team product strategy and vision. Introduced generative and evaluative research practices to uncover key user behavior insights and leveraged these findings to grow new account creations by more than 70,000 users while increasing existing user engagement and retention. Established new strategic revenue streams, growing annualized net revenue by more than $3 million in under six months. Created equitable hiring and onboarding processes, strategically grew team, and secured dedicated resourcing for native applications and design system development. Developed and maintained Leafly’s design system, improving experience fidelity, reducing production breakages, and boosting engineering team efficiency.