With Loyalty & Engagement scores 80%–90% and mNPS 75%–100%

I focus on being a leader people want to follow, not just a manager. I ensure we have a clear strategy and a strong "big picture" perspective. I’m really proud of creating opportunities for people to grow — taking on new challenges and responsibilities because they want to and because they can.

I’ve always been driven by the bigger picture, naturally expanding my scope. I went from being "someone who just writes microcopy" to owning the informational side of UX. From working purely on product editorial to shaping the entire user journey — before, during, and after interaction. From focusing on User Experience → Customer Experience → the entire ecosystem.

For me, real transformation happens when you unlock a bigger perspective or shift the way people see a problem. Instead of the typical "everyone works on their own part of the scenario" approach, I introduced cross-functional collaboration using CJMs. Instead of a standard Tone of Voice guideline, I built a role-model system that shaped culture — from hiring to training and motivation.

I strongly believe that who you are as a person deeply impacts your work and leadership. You need to understand what drives you, be able to challenge your own assumptions, and stay open to feedback. Always.