Over time, my role expanded beyond design execution and management into positioning, customer segmentation and marketing strategy. I worked closely with media buyers, content teams and brand marketing to shape customer journeys from first impression to repeat purchase. Together, we developed conversion-focused customer journeys across acquisition, conversion and retention channels that helped acquire new buyers, improve customer loyalty and set new internal benchmarks for repeat purchase performance.

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A growing part of my work involved research. I built AI-assisted workflows for market analysis, competitor research, audience segmentation and creative exploration, helping teams move more quickly from insight to strategy to execution. Much of the work involved connecting ideas across disciplines, using customer understanding to inform positioning, testing, creative development and finding better ways to make good decisions at scale.