Systems, products, and side builds — where the thinking shows up.

Media line items regularly under-deliver or over-deliver, eroding campaign performance and client trust. The existing capacity algorithm surfaced problems too late to act on — pacing levers had already expired, and budget was either wasted or left on the table.

Built CapPilot as a campaign delivery forecasting system using four specialized XGBoost models split by DSP and buy type. The feature design focused on levers planners can actually act on, so the forecast could improve optimization instead of just describing risk.

Reduced normalized forecasting error by 73.5%, giving teams earlier risk detection and more reliable spend decisions. The work was recognized with a first-place finish in the WPP Global Hackathon in the U.S.

Cross-market campaigns generated noisy performance data, scattered across platforms on lagging refresh cadences. Leadership was making budget calls on what was visible, not on what was true.

Built analytics foundations for new accounts, led a 90-day Datorama-to-Power BI migration, defined KPI and benchmark frameworks across 10+ brands, and automated MMM data collection with reusable SQL views for Circana and Nielsen workflows.

Created a measurement layer that moved faster and reached farther: automated processes that dropped from about a week to under 20 minutes, lift studies that informed quarterly recommendations, and systems leadership teams could actually trust.

Most resale products treat impulse buys as commodity inventory. The emotional layer — the absurdity, the regret, the story — goes unused and the experience feels anonymous.

Defined the product tension, built the brand world, and shaped the interaction design to feel like a piece of internet culture rather than a marketplace. Solo design and build.

A working concept that shows how I think beyond analysis alone: define the user tension, sharpen the narrative, and build a system people instantly understand.

Workplace visibility — being known for the right work — is usually treated as luck or social skill. Most people who struggle with it aren't short on competence; they're short on feedback, structure, and a way to practice.

Designed and built VizUp as an opinionated tool for that gap: prompts, practices, check-ins, and AI-driven coaching built around real workplace dynamics. Solo design and build, end-to-end.

Now live on the App Store. It shows the pattern I care about most: find an underserved behavioral problem, design around it, and ship it end-to-end without waiting for a mandate.