I’m a research lover, insight collector, problem solver.

Defined strategic direction across diverse projects for clients, including:

• UX Strategy: Verizon, Nike, Volvo, Trek, PDX Airport

• Brand Strategy: Palms Casino & Resort, Verizon Prepaid

• Campaign Strategy: Evian US, Maybelline

Synthesized business goals, audience insights, and market trends into persuasive business pitches and inspirational creative briefs.

• Presented to C-level clients and internal teams across departments.

• Developed and led brainstorms, client working sessions, stakeholder alignment exercises, and creative reviews.

• Identified, tracked, and kept projects aligned with business KPIs.

Researched and reported on current events, local news, and public perception of the U.S. in Lebanon through extensive media analysis.

• Created a daily briefing for the U.S. Ambassador to Lebanon and Foreign Service officers in the region.

Planned, executed, and reported on official press events and cultural events.

• Created and deployed press materials, including press releases, event photos and videos, and social media posts.

Managed all UX research across Red Bull’s digital products, including:

• Red Bull TV website, mobile apps, and TV apps

• Wings For Life World Run website and mobile apps

• ServusTV mobile apps & TV apps

Created an insight database as a resource for internal teams, comprised of over 1.5k inputs from app reviews, user interviews, and user tests.

• Quantified qualitative feedback by tagging each piece of feedback based on sentiment, topic, themes, mentions, and user type.

• Established an ongoing “Insights Monthly Meeting” to socialize relevant findings with business owners & product managers.

Initiated proactive research projects to equip business owners with a more holistic UX perspective, helping shape product strategy.

• Built proposals of key opportunities for improvement based on research findings to prioritize projects for roadmaps.

• Created evergreen resources for internal teams, including “User Guides” which helped teams strategically design for user needs.

Translated complex business requirements into strategic digital solutions for multiple clients, including:

• Western Alliance Bank — UX strategy for modernizing internal tools to better support both employees & customers.

• Perch Insights — AI strategy for humanizing the AI interface to add value for customers & improve product usability.

Led all phases of research, working with internal & external partners to manage timelines, communication, and deliverables across projects.

• Tailored research plans to client’s unique needs, and synthesized findings into actionable takeaways relevant to business goals.

• Created resources to communicate & share findings, adapting deliverables & presentations for diverse audiences.