Jan 2022 – Jan 2023 · 1 yr

• Recruited by the CMO to lead brand measurement and research programs for Pandora & SiriusXM, overseeing the consumer insights team.
• Aligned research with business priorities, collaborating closely with marketing leadership to inform campaign strategies that delivered significant lifts in brand awareness and consideration.
• Reshaped marketing processes to leverage insights and diverse customer voices in early stages of creative development; implemented new research methodologies to improve relevance and targeting.
• Elevated research and tracking programs to consistently deliver high-impact audience insights.
• Managed a multi-million-dollar research budget supporting brand positioning, strategy, and 2023 marketing campaigns.

Jan 2017 – Jan 2022 · 5 yrs

• Founded and led the Product & User Experience Research practice at Pandora, advancing to Senior Director. Post-merger with SiriusXM, expanded the research team to support both brands’ digital products, including apps, connected devices, AI/Voice services, advertising, and creator tools.
• Transformed Pandora’s brand tracker into a cornerstone research program—impacting company strategy, informing cross-functional roadmaps, and influencing Board decisions.
• Led a Jobs-To-Be-Done segmentation that inspired new product innovation in a saturated audio market. These insights formed the foundation for a Pandora redesign, aligning the product more closely with listeners’ needs and audio jobs.
• Guided a team that informed Pandora and SiriusXM app redesigns and feature launches through customer insights, significantly impacting onboarding, engagement, and churn metrics.
• Developed an innovative and effective research plan for the Pandora Podcasts launch, informing UI design, feature prioritization, go-to-market strategy, and ML content algorithms—boosting user engagement and listening hours.

Jan 2016 – Jan 2017 · 1 yr

• Founded Pandora’s Product & UX Research practice as the company’s first product design researcher, integrating research best practices into product development cycles. Established research operations, policies, and first in-house research lab.
• Led all product research for the launch of Pandora Premium, the on-demand subscription tier, with insights directly impacting design, copy, and feature updates to drive engagement and adoption.
• Introduced foundational research and journey mapping on consumers’ music discovery processes, leading to multi-year product and content roadmap changes and core app redesigns focused on highly personalized recommendations and search experiences.

Jan 2022 – Jan 2023 · 1 yr

• See Pandora—Head of Brand Marketing & Consumer Insights Research for responsibilities and achievements. Following the SiriusXM and Pandora merger in 2019, my role expanded to support both brand portfolios, enhancing synergies where strategic while also focusing exclusively on each brand as a distinct product.

Jan 2019 – Jan 2022 · 3 yrs

• See Pandora - Head of User Experience Research & Consumer Insights for responsibilities and acheivements. Following the SiriusXM and Pandora merger in 2019, my role expanded to support both brand portfolios, enhancing synergies where strategic while also focusing exclusively on each brand as distinct products.

Jan 2013 – Jan 2016 · 3 yrs · Santa Clara, CA

• Led the user research team for Citrix’s desktop virtualization and cloud products. Championed research and design thinking workshops that uncovered key product opportunities and resolved systemic pain points for enterprise customers.
• Overhauled the tech preview beta program by introducing new research techniques, processes, and communication plans. These enhancements led to deeper customer insights, implemented multiple beta fixes, informed future roadmap features, and increased customer engagement—earning executive recognition and team promotions.
• Influenced a $1 million renewal order by re-establishing customer loyalty with a key enterprise account. Achieved this through site visits and contextual research with end-users and IT stakeholders, collaborating closely with sales and customer success teams.

Jan 2012 – Jan 2013 · 1 yr · Santa Clara, CA

• Executed user experience research across the development cycle that drove empathy and insightful recommendations into virtualization product and support experiences.
• Mentored and guided research staff on research methodologies, tools, and communications.

Jan 2012 – Jan 2012 · 0 mo · Santa Clara, CA

Jan 2011 – Jan 2011 · 0 mo · Los Gatos, CA

• Brought on to lead all qualitative research for Qwikster, a short-lived Netflix company.

Jan 2010 – Jan 2011 · 1 yr · San Jose, CA

• Led multiple research initiatives for eBay’s Fashion vertical and Outlet programs that focused on product innovation, user experience, and shifting consumer perceptions of eBay as a compelling fashion destination among enthusiast segments.
• Identified insights and drove recommendations from field methods, diary studies, segmentation surveys, concept & usability tests, and eye tracking to help teams more deeply understand shopping drivers and needs across the path to purchase.

Jan 2008 – Jan 2010 · 2 yrs

• Consumer Ad Experiences:
• Planned, led, and managed multi-phased qualitative and quantitative research projects that focused on improving user experiences and monetization of display and video advertising formats leveraging lab studies, eye tracking, surveys and bucket testing data.
• Advertising Products & Platforms:
• Drove and and led qualitative research with advertising agencies and publishers to support product strategy, requirements, and design of creative management and campaign workflow systems and tools.
• Contextual interviews, process mapping, and concept and prototype testing led to key user experience improvements and product opportunities.

Jan 2005 – Jan 2008 · 3 yrs

• Small Business:
• Drove multiple qualitative and quantitative user experience research initiatives for Small Business web hosting products and marketing programs that informed a highly successful new product launch and marketing site redesign.
• Field studies, surveys, remote usability and lab testing provided actionable consumer insights and recommendations for marketing strategy and product design.

Jan 2004 – Jan 2005 · 1 yr

Jan 2003 – Jan 2004 · 1 yr

Jan 2001 – Jan 2002 · 1 yr

Jan 2000 – Jan 2001 · 1 yr · United States