'My passion lies in transforming complex challenges into intuitive, engaging digital experiences that drive user satisfaction and business growth.
 

My journey began with a background in art and graphic design, which continues to influence my approach to user experience—balancing aesthetics with user-centered design principles. My leadership fosters a culture where strategic innovation meets user satisfaction, driving our success in the gaming and betting digital landscape. By breaking down silos between UX, design, engineering and product teams, I fostered an environment where diverse perspectives thrive and every voice is heard. 

Throughout my career, I have successfully led cross-functional teams in fast-paced environments, fostering collaboration, creativity, and continuous improvement. My expertise spans strategic UX visioning, user research, interaction design, graphic design and driving innovation across global digital products.