Hello! Hola! Hallo!
Ciao! Bonjour! 你好!
I'm happiest at the fuzzy front end of product, where the problem isn't defined yet and nobody is sure there's a business in it. What pulls me in: the customers a company overlooks, the "future of" questions, and the space between a research insight and a product someone will pay for.
My through-line is inclusion as a growth strategy: I find the segments a business doesn't yet serve, by ability, behavior, life-stage or culture, and design the experience that earns their trust, turning overlooked groups into new growth. At PwC that became a sustainability-mobility tool now live in 4 markets with 4,500+ employees; at IKEA, opening the second-hand marketplace beyond the nuclear-family core (3.6M views, 75,000 buyers and sellers, 6 countries) and the cultural research across Bangalore, Shanghai, Berlin and New York that seeded IKEA China's WeChat engagement work.
My journey so far
New Business & Innovation looks after IKEA's new business propositions around expansion and customer relevance. As one of the first five members, I helped shape its ways of working as it scaled to 20. Highlights so far: reframing who the many are becoming, proving IKEA could own second-hand, and bringing imagination back into home envisioning.
At PwC I leaned into product management, building next-generation digital and sustainability products, including Environmental Footprint Insights, a CO2 tool giving every employee a personal view of their mobility emissions. This experience has defined my approach to innovation ever since.
I moved to Beijing on a deliberate quest to immerse in a new culture, language and way of thinking, consulting on emerging-technology innovation, including AI to detect online propaganda. Overall it was 成功了 (a success)!
Ideas are the easy part, that was the reality check. Public-sector social innovation, startups and corporate incubators taught me the rest: economics, adaptability, emotional intelligence, and how to keep a business alive.
How I work
0 → 1 product management through a 3-step approach
Design research
Exploring and framing the problem & opportunity: problem reframing, trend scouting, cultural shifts and customer insight, with a human-centered, business-savvy lens.
OutcomeA sharp, validated problem and the opportunity worth pursuing.
Concept definition / Product design
Investing in the strongest opportunity: customer value, business viability and technical feasibility. Concepts, directions and experience strategy.
OutcomeA defined concept and experience strategy, greenlit to build.
Development & scale
Building and validating the MVP, then optimizing following a successful launch: prioritization, testing, capability building and handover.
OutcomeA launched product, validated with users and handed over to scale.
I have a high tolerance for ambiguity, and I know how to move through it with purpose. I love exploring the potential of new initiatives, but I either see opportunity or I don't, and I bring the evidence to back it up.
↑ Back to topOpen to full-time roles and freelance: new technology use cases, "future of" projects, as well as developing new digital products and their business models. See the work →