About me
I am a product design leader and senior IC focused on B2B ecommerce and complex transactional products. I currently lead product design for eazle, HEINEKEN’s global eB2B platform, consolidating more than 35 local ordering experiences into one configurable frontend used across markets.
I work like a product person who designs. Start from customer pain and business goals, define target behaviors and success metrics, then use research, analytics, and A/B tests to cut through opinions. That mindset shaped my time at Booking.com, where I spent five years on search results and merchandising, running controlled experiments on filters, tablet migration, and listing layouts to improve how people find and book places to stay.
My leadership style is simple. Set a clear direction. Make ownership explicit. Give people space to solve problems, and know when to coach, when to direct, and when to model the work. I care about growing designers into strong product thinkers, not just strong visual executors.
My design principles are straightforward. Every decision needs a rationale grounded in quantitative data, qualitative insight, or proven patterns. Ship small. Measure and learn. Iterate fast. Keep experiences simple and familiar, especially for low tech maturity users. Focus on outcomes, not features.
I lean on AI and automation where they increase leverage. I use tools like Cursor and v0 to generate testable prototypes faster, a custom ChatGPT assistant for on brand UX copy, and automation with n8n to reduce manual work and speed up research and documentation.
Outside work I travel with my wife, practice leathercraft, and hit the gym. I built a small iOS app to handle plate math, 1RM, and kg to lb conversions, and I experiment with prompt management tools and logging apps on the side so I stay close to engineering constraints and modern stacks.
I am relocating to the United States and open to Senior and Staff/Principal Product Designer roles, as well as Product Design Manager positions, on product led teams working in B2B, fintech, or other complex platforms.
Work Experience
Managing the product design team behind the eazle B2B platform, scaling design practices across multiple global markets.
Partner with product and engineering to deliver consistent and locally relevant customer experiences.
Implement design operations improvements, facilitate team rituals, and coach designers through project challenges.
Led design across multiple B2B products in diverse markets.
Mentored designers and played a key role in expanding the team from 2 to 13 members.
Conducted user research and iterative design to improve core ordering and account management flows.
Owned key parts of the Search Results page, improving usability and business metrics through continuous user research and A/B testing.
Designer on the Attractions upper funnel team, improving discovery and engagement for travel-related activities through user research and iterative design.
Led migration to a mobile-first responsive system, retiring the standalone tablet site and reducing technical debt without negatively impacting engagement or performance.
Designed and maintained e-commerce platforms across B2B and B2C lines of business.
Led A/B and multivariate testing programs to improve conversion rates.
Built responsive email campaigns based on analytics insights.
Early Career
Created marketing materials, branding, and packaging for various products while maintaining multiple company websites.
Freelancer creating logos, brochures, corporate identity kits, and web development for diverse client range.