Available to hire
I’m a Product Strategist with 9 years of experience leading product direction, experimentation, and system-level ownership across consumer digital products. I build data-informed, user-centered products by translating user insights into actionable solutions that improve engagement, retention, and growth metrics.
Experience Level
Language
English
Fluent
Spanish; Castilian
Fluent
Portuguese
Intermediate
Work Experience
Product Lead at WSA
September 1, 2023 - PresentOwned the strategy and optimization of WSA's digital ecosystem (website, social channels, and newsletters), driving +169% website traffic and significant audience growth across channels over two years. Led localization of country pages, simplified access to rules, profiles, and application flows, improving clarity. Introduced personalized regional newsletters reaching a 20K-subscriber audience, boosting operational efficiency by 38%. Conducted 30+ user interviews to inform updates.
Product Designer (Engagement & Gamification) at 5Mins
September 1, 2022 - September 1, 2023Designed gamification and social interaction features that increased 7-day retention by 18% and improved repeat usage across the learning platform. Defined a design system and brand guidelines, rolled out company-wide.
Growth Product Lead at SwissBorg
March 1, 2022 - September 1, 2022Led conversion optimization initiatives for the SwissBorg website, defining hypotheses, running 15+ A/B tests, and prioritizing high-performance components. Designed and ran experiments via social campaigns to identify high-converting services. Experiments helped identify high-performing services, contributing to 25% lower acquisition costs for prioritized offerings. Built experimentation frameworks to validate new product offerings before engineering investment.
UI & Digital Designer at Ria Money Transfer
June 1, 2020 - March 1, 2022Designed the storytelling of Ria through a series of social media campaigns and CSR programs; Instagram following grew by over 200% and LinkedIn by 70% within a year. Collaborated with HR and Marketing to craft a new employer brand identity; defined KPIs to monitor results via LinkedIn interactions. Created product illustrations and micro-animations for the mobile app to guide users through key flows and improve interface comprehension.
Product Designer at Saturno Design
September 1, 2016 - August 1, 2019Established and oversaw the implementation of Saturno brand guidelines. Created 13 design packs including website, email, and proposal templates. Introduced video hero banners & promo videos into Saturno's design pack.
Product Strategy, Entrepreneurship & Venture Leadership at NomadsRelocation
September 1, 2013 - PresentCo-founded NomadsRelocation, automating visa workflows for digital nomads relocating to Spain. Built and launched Yaup on Rose, growing distribution to 12 retail locations; Instagram following grew from 0 to 1,200 and the team scaled from 3 to 15. Created websites and brand identities for multiple projects; designed the social interface for the Service Club app to enable upskilling and paperwork submission; reframed LensBaby products as video graphics to enter a new market. Defined KPIs and led cross-functional branding efforts.
Education
Master in Customer Experience & Innovation at IE Business School
September 1, 2019 - July 1, 2020Bachelor of Arts in Graphic Design at New York Institute of Technology
September 1, 2008 - July 1, 2012Qualifications
Master in Customer Experience & Innovation
September 1, 2019 - July 1, 2020Bachelor of Arts in Graphic Design
September 1, 2008 - July 1, 2012Industry Experience
Software & Internet, Media & Entertainment, Professional Services, Education
Experience Level
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