Strengthened GoPro's direct-to-consumer strategy by designing web experiences, email campaigns, and visual storytelling that enhanced customer engagement. Led the creation of 'Shop By Activity', an innovative e-commerce experience that improved product discovery and drove significant sales growth. Collaborated with UX teams to incorporate findings from user testing and stakeholder feedback, while building wireframes, prototypes, and design systems so efficiently that colleagues crowned me their 'Figma Guru'.