My Role

Spearheaded the user experience and product design vision, leading the digital transformation of GoPro’s Direct-to-Consumer (DTC) strategy. Established UX Design (UXD) as a core pillar within the organization, embedding design thinking into GoPro’s business strategy to enhance customer engagement, optimize e-commerce performance, and drive revenue growth.

Built, evolved, and scaled UX processes, standards, and tools to ensure a seamless and intuitive user experience across GoPro’s digital ecosystem. Developed a high-performing design team, fostering a culture of innovation, collaboration, and excellence to execute on the company’s mission.

Partnered closely with executive leadership and cross-functional stakeholders to align UX initiatives with strategic business goals and product roadmaps. Advocated for user-centered design principles to deliver best-in-class experiences that strengthened customer loyalty, improved conversion rates, and maximized the impact of GoPro’s digital presence.