Launched and scaled Cash App’s first Experience Optimization team, dedicated to improving the customer support experience and expanding the reach and maturity of support channels. The team focused on cross-functional innovation, A/B testing, channel expansion, intellectual property protection, and more. Developed scalable collaboration processes with key stakeholders — including Applications, Engineering, ML Engineering, Risk, and Marketing.

Team & Strategy Development: Founded and scaled the Experience Optimization team by recruiting 2 leads and 4 specialists and developing an agile, innovation-driven roadmap aligned with shifting customer behaviors, evolving social media trends, and company priorities.

Cross-Functional Leadership: Initiated and led strategic partnerships across Social Marketing, Lifecycle Marketing, SEO, Engineering, Risk, Financial Crimes, and Applications. Identified shared goals and spearheaded joint initiatives to drive customer satisfaction and differentiate the brand.

Channel Expansion & Innovation: Launched Cash App’s first support presences on Instagram and TikTok, making the company the first in the industry to offer social support on these platforms.

Launched Cash App’s first support presences on Instagram and TikTok, becoming the first in the industry to offer social support on these platforms. Designed tailored outreach strategies for each platform’s audience to capture and resolve support needs earlier in the customer journey.

Process Design: Implemented structured frameworks for ideation (design thinking, innovation methodologies), engineering collaboration, and A/B testing to optimize customer touchpoints and improve service quality.

Team Enablement & Coaching: Led ongoing team and individual development through workshops focused on identifying strengths, coaching for growth, and preparing the team for scaling.

Ideation & Facilitation: Developed brainstorming guidelines and facilitated ideation sessions to gather stakeholder input and pressure-test concepts, ensuring maximum impact.