Creator Strategy & Ops

As the Creator Lead PM of the Creator organization, I developed the strategy and operational roadmap, overseeing four PM-led teams.

My work was revenue-focused, starting with user interviews, audience analysis, and market research to validate User Needs and Market Fit. At the same time, we faced challenges with outdated technology, convoluted licensing flows, and contractual deadlines. Given the cognitive load of these issues, I emphasized strategic timing across teams and early cross-functional problem-solving.

We successfully ran three workstreams focused on testing, improving, and launching new features. In addition to building new functionalities, I collaborated with design to A/B test and refine the user experience, leading to a 9% increase in uploads and a 15% boost in Creator app engagement. We also tackled our most problematic tools, culminating in a complete redesign of Stats, from data pipeline to UX. Lastly, I led the initiative to enable international payments for creators through On SoundCloud, working closely with internal PM teams, external labels, legal, and data teams.

My time leading the Creator Org allowed me to foster collaboration in a structured yet lightweight format. This was one of my most rewarding collaborations—each team lead contributed to our strategic direction, ensuring seamless deliverables and collective ownership.