Overview:

Founded and scaled Cash App’s first Experience Optimization organization within Customer Experience, building and mentoring a team focused on customer experience innovation, experimentation, and operational optimization through MVP development, iterative testing, and continuous systems improvement.

Led cross-functional initiatives spanning support experience design, channel expansion, experimentation frameworks, customer engagement strategy, AI-enabled workflows, and platform innovation. Partnered closely with Engineering, Applications, Risk, Marketing, and Machine Learning teams to operationalize scalable customer experience improvements and accelerate innovation across support ecosystems.

The organization also launched and scaled Cash App’s first support experiences on Instagram and TikTok, helping establish new industry benchmarks for social-first customer support engagement.

My Role:

Experience Optimization Organization Development

Founded and scaled Cash App’s first Experience Optimization organization within Customer Experience by building and mentoring a team of product innovators while developing the roadmap for a new customer experience innovation function focused on identifying emerging customer friction points, testing and iterating on MVPs, and improving customer experiences, technical platforms, and operational systems.

Cross-Functional CX Innovation Leadership

Built strategic partnerships across Engineering, Machine Learning, Applications, Risk, Financial Crimes, Marketing, and Legal teams to align on customer experience opportunities, prioritize innovation initiatives, and drive coordinated platform improvements across the organization.

Social Experience Expansion & Channel Innovation

Launched and scaled Cash App’s first support presences on Instagram and TikTok, making the company one of the first financial platforms to operationalize customer support on emerging social channels. Developed platform-specific workflows, prioritization models, escalation frameworks, and engagement strategies designed to identify and resolve customer issues earlier in the customer journey while delivering more seamless support experiences across customers’ preferred channels.

Experimentation & Operational Framework Design

Designed scalable frameworks for cross-functional ideation, MVP development and experimentation, A/B testing, stakeholder alignment, and customer experience optimization to accelerate learning cycles and improve support operations across digital channels.

Team Building & Innovation Coaching

Led team mentorship initiatives focused on innovation methodologies, strategic problem-solving, workshop facilitation, and scalable experimentation practices to develop talent and strengthen long-term organizational capability.

Strategic Facilitation & Ideation Leadership

Facilitated cross-functional ideation and innovation workshops to cultivate diverse perspectives, identify customer pain points, pressure-test concepts, align stakeholders, and prioritize scalable customer experience improvements.

Operating Model:

Built and operationalized a continuous innovation framework designed to help cross-functional teams identify customer friction, validate opportunities, test and iterate on MVPs, and scale measurable customer experience improvements across operational systems and support ecosystems.

The operating model combined customer insight analysis, experimentation frameworks, operational design, stakeholder collaboration, and continuous optimization practices to accelerate learning cycles and improve customer and business outcomes.

Key Initiatives:

Social-First Customer Support Expansion

Launched and scaled Cash App’s first customer support experiences on Instagram and TikTok, developing new operational workflows, engagement strategies, escalation pathways, and support models optimized for emerging social channels.

Customer Experience Experimentation Systems

Developed scalable experimentation and MVP testing frameworks used to validate operational improvements, optimize customer experiences, and accelerate cross-functional innovation initiatives.

AI-Enabled Workflow Innovation

Partnered with Engineering, Applications, and Machine Learning teams to identify opportunities for intelligent automation, operational optimization, and AI-enabled customer experience improvements across support systems.

Cross-Functional Innovation Programs

Facilitated organization-wide ideation, prioritization, and experimentation initiatives designed to improve customer experience quality, operational scalability, and platform effectiveness.

Outcomes:

The organization established scalable experimentation and customer experience innovation systems that accelerated operational learning, cross-functional collaboration, and support transformation across emerging digital channels. The team also partnered with Engineering and Machine Learning teams to develop AI-enabled fraud prevention and operational intelligence initiatives focused on improving customer protection and response speed.