YouTube Modernization & Growth
Role & Responsibilities
2021-Current
A UX lead on YouTube's first-party promotional platform, I empower over 20 product teams to drive their growth.
Led the AI-driven zero-to-one product development of a consumer-facing format and redesigned a B2B marketing platform.
Drove product growth and increased conversion metrics through the development of new formats.
Identified opportunities in acquisition funnels and connected user journey opportunities across devices.
Influenced the YouTube design system.
01.
YouTube Shorts formats
2023- 2025
Increased awareness of featured music and drove a 700% increase in click-through rate and a 3% increase in Shorts creation outcomes.
Further details regarding design exploration are available upon request.
02.
GenAI Ad Creation tool
2024 - 2025
Pioneered the Gen AI workstream, identifying key opportunities to improve promo creation efficiency. This initiative reduced production time from 4-8 weeks to under 24 hours, leading to an annual savings of $X million in creative production costs. Improved production workflows by integrating advanced capabilities such as templates and style matching, ensuring faster output while maintaining strict quality control.
Further details regarding design exploration are available upon request.
03.
YouTube NFL Sunday Ticket
2024
Increased awareness and subscriber acquisition for NFL Sunday Ticket (Premium NFL sports package) by developing immersive formats for living room and mobile platforms.
Further details regarding design exploration are available upon request.
