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Summery

Digital product and experience leader with 13+ years building and scaling customer-facing products across retail, ecommerce, fintech, travel and technology, including 8+ years in leadership roles at Booking.com and Decathlon Digital.

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I operate at the intersection of product strategy, customer experience, technology and organisational leadership. My background in Product Design gives me a deeply customer-centred approach, while my leadership roles have expanded to shaping product vision, roadmaps, operating models, experimentation and investment decisions alongside Product, Engineering and business leaders.

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Experienced leading large multidisciplinary organisations, developing senior leaders, working across international markets and turning complex customer and business problems into clear product strategies. I combine customer insight, behavioural data, experimentation and commercial thinking to drive measurable outcomes.

 

More recently, I have been leading work exploring how AI changes product discovery, customer journeys, decision-

making and the way product teams build and deliver digital experiences.

Domains:  B2C • B2B2C • Digital Commerce • Retail • FinTech • Payments • Travel • Marketplaces • AI • Customer Experience

Professional Journey

2020 - Present

Director of Product Design, Payments Experiences & Lower Funnel

Decathlon Digital  |  Amsterdam 

Co-leading a 100+ person multidisciplinary product organization across four international hubs, with end-to-end ownership of Product Design spanning Research, Content, and Digital Design across purchase, payments, post-purchase, and identity experiences.

  • Co-lead a 100+ person multidisciplinary Product, Engineering and Design organisation across Amsterdam, Paris, Lille and Spain, shaping strategy and execution across Decathlon's global digital purchase journey.

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  • Lead customer experience and product direction across checkout, payments, delivery, identity and post-purchase, connecting customer needs, commercial priorities and technology capabilities.
     

  • Defined a unified multi-year product and experience vision across the lower funnel with Product andEngineering Directors and country leadership, translating strategic priorities into roadmaps and investment decisions.
     

  • Partner with Product and Engineering leadership on prioritisation, operating models, organisational design and delivery across complex customer journeys.`
     

  • Built the UX organisation and operating model from the ground up, introducing leadership structures, coaching,career frameworks, development practices and quality standards.
     

  • Drive an outcome-focused approach using customer research, behavioural insight, experimentation and funnel performance to identify problems and guide product decisions.`

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  • Directed research and product exploration into AI-mediated post-purchase experiences, benchmarking 22competitors and examining how conversational and agent-based experiences could reshape customerinteractions.

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  • Embedded accessibility into product development through EU Accessibility Act and WCAG-aligned practices, tooling and quality reviews.
     

  • Work across markets and functions to create consistent experiences while accommodating local customer operational and commercial requirements​​​

Feb 2018 – Jun 2021

Product Design Manager Payments

Booking.com  |  Amsterdam 

Owned design vision and strategy for the core payments component  effectively Booking.com's payments design system built product-agnostically for use across every vertical (Flights, Accommodations, Cars, Attractions) and partner integration, supporting over €150B in transactions

  • Owned product experience vision and strategy for Booking.com's core payments platform across Accommodations, Flights, Cars, Attractions and partner integrations.

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  • Led the end-to-end redesign of the payment experience with Product and Engineering, using behavioural data, funnel analysis, customer research and experimentation to prioritise opportunities.
     

  • Improved mobile-web checkout conversion by 2% through product and UI improvements.
     

  • Supported a major platform migration and standardised customer experiences across products, partners and regional implementations, including China.
     

  • Worked directly with Product Managers and Engineers from problem definition and discovery through experimentation, implementation and measurement.
     

  • Restructured the FinTech design organisation to create clearer ownership, stronger leadership and better collaboration across product teams.

Aug 2015 – Mar 2017

Product & User Experience Designer

Booking.com |  Amsterdam 

Designed property page experiences across mobile app, mobile web, and desktop. Ran 30+ experiments improving code reusability, contributing over €1M in incremental transaction value. Set up and ran Booking.com's first live user-intercept testing program.

  • Designed customer-facing products across mobile app, mobile web and desktop, focused on discovery,conversion and customer experience.
     

  • Ran 30+ product experiments using customer behaviour and commercial performance to guide product decisions, contributing more than €1M in incremental transaction value.
     

  • Established Booking.com's first live user-intercept testing programme, bringing direct customer feedback into product discovery and experimentation.
     

  • Worked closely with Product, Engineering and Data to move from customer problem identification through solution development, experimentation and measurement.

 Dec 2021 – Aug 2024

Senior Product  Design Manager, FinTech

Booking.com |  Amsterdam 

Led a distributed design and research organization of 30+ across Bangalore, London, Amsterdam, and Shanghai, setting design vision and strategy for partner and customer payments and regulatory technology across 20+ cross-functional teams supporting over $200B in transaction value.

  • Led a distributed 30+ person multidisciplinary organisation across Bangalore, London, Amsterdam and Shanghai, supporting 20+ product teams and products representing more than $200B in annual transaction
    value
     

  • Set customer experience and product strategy across consumer and partner payments and regulatory technology, balancing customer needs, commercial outcomes, technology constraints and regulatory requirements.
     

  • Directed a company-wide payments product vision that aligned four business units around a shared three-year strategy and roadmap.
     

  • Scaled the organisation from 7 to 30+, establishing new capabilities, leadership structures and hiring and development pipelines across multiple locations.
     

  • Developed Design Managers and senior leaders while creating the organisational conditions for teams to operate with greater autonomy and accountability.
     

  • Partnered with Product, Engineering, Data and senior business leaders on product direction, prioritisation and
    organisational decisions.
     

  • Provided interim leadership across the wider FinTech organisation during senior leadership transitions and represented the customer and design perspective in strategic planning.
     

  • Drove consistency across complex platform capabilities used by multiple Booking.com products, markets and
    partner ecosystems

Mar 2017 – Feb 2018

Product Design  & Team Lead, Localization

Decathlon Digital  |  Amsterdam 

Led localization of Booking.com's product across 43+ languages, adapting experiences to local markets and cultural context.

  • Led localisation of Booking.com's digital customer experience across 43+ languages and international markets.
     

  • Developed the business case for and established a new product team focused on resorts as a distinct customer and destination proposition.
     

  • Co-led organisational integration during a major restructure, working across Product, Design and business leadership to establish team missions and ownership.

 Mar 2013 – Jun 2015

UI/UX Designer & Front-End Engineer

Squad Digital  |  Nairobi 

Product, brand, and front-end design for Sub-Saharan Africa's largest digital agency at the time. Redesigned the Kenya Airways website, implementing responsive and accessibility standards. Co-led the Safaricom brand redesign and led the digital creative team for the Standard Chartered Dubai account.

  • Combined product design, interaction design and front-end engineering for major African and international brands.
     

  • Reimagined the Kenya Airways digital experience using responsive and accessibility standards.
     

  • Co-led Safaricom's brand redesign and directed digital creative work for Standard Chartered Dubai.
     

  • Built a strong technical foundation in web technologies, implementation and collaboration between design and engineering.

Selected Leadership Impact

  1. Product & organisational leadership: Co-lead a 100+ person multidisciplinary Product, Engineering and Design organisation at Decathlon across Amsterdam, Paris, Lille and Spain.
     

  2. Global digital commerce: Shaped product and customer experience strategy across checkout, payments, identity, delivery and post-purchase within Decathlon's global ecommerce ecosystem.
     

  3. Built and scaled organisations: Scaled a multidisciplinary design and research organisation from 7 to 30+ at Booking.com and built Decathlon Digital's UX organisation and operating model.
     

  4. Product strategy: Defined multi-year product and experience visions and partnered with Product, Engineering and executive leadership to translate business strategy into product direction and roadmaps.
     

  5. International & omnichannel: Led products and customer journeys across global markets, platforms and business units, including retail/ecommerce at Decathlon and 43+ languages at Booking.com.
     

  6. Commercial impact: Used experimentation and behavioural data to improve mobile-web checkout conversion by 2% and contributed more than €1M in incremental transaction value at Booking.com.
     

  7. AI & innovation: Lead research and product exploration into AI-mediated and conversational customerexperiences, including the impact of AI agents on customer journeys and digital interfaces.
     

  8. Complex platforms: LeD customer and partner experiences across payments infrastructure supporting multiple products, markets and business units representing more than $200B in annual transaction value.

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