Product Strategy
Growth Design
Agentic Workflows
The Right Offer at the Right Time
I developed Netflix’s offers and upsells strategy: one framework for discounts, full-price upsells, and how to best position them to drive revenue while connecting members to the best plans and features. Delivered a 15–20% sign-up lift and $60M in net revenue.
Premium upgrades and targeted offers experiences
A low-cost first month timed to the World Baseball Classic in Japan, carried through every step of sign-up. 15–20% sign-up lift
Sharing is Caring (for a fee)
I designed how Netflix turned password sharing into paid memberships: new accounts for borrowers and a paid “extra member” option for owners, rolled out to its largest markets—generating $1.4B in annual incremental revenue.
A misdetected owner updates their household in order to get back to watching.
Scaling Growth with AI
As part of a tiger team, I developed an agentic workflow in partnership with data science, eng and product that takes growth hypotheses and turns them into design variants, production code and a ready-to-launch test—with 3 live production tests launched.
A hypothesis in Slack becomes generated variants and a live homepage test
About
I’ve spent my career designing across the spectrum—from innovation firms like IDEO and growth startups like Fitbit to industry giants like Google, Netflix, and Yahoo! I enjoy uncovering complex challenges and learning from people.
In my free time, you can find me on adventures traveling, exploring the outdoors and hanging out with my three kiddos,
2 cats and my partner.
Past awards & publications
2015
Patent — System and method for wireless device pairing — #9048923
United States Patent Services, Fitbit device pairing solution for the Fitbit Flex.
2012
International CES Innovation Design and Engineering Award
Awarded for the MyFord Mobile App.
2010
Redefining Comfort: Making Energy Conservation Less Painful
Published in Touchpoint | The Journal of Service Design.