CREATIVITY

STRATEGY

Transforming complexity into scalable systems

Jira x AI Automation

At Atlassian, our global team faced a 25% YoY surge in project volume across all GTM functions, but team capacity was reduced by 30%. Our legacy intake and tracking systems were fragmented, leading to operational friction and inconsistent data. I re-engineered our Jira and Slack intake architecture by building AI-assisted automations that handled request routing, naming conventions, and triage automatically.

Human-Centric

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Empathy-Led

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Margin-Minded

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Human-Centric · Empathy-Led · Margin-Minded ·

Atlassian x Williams Racing

At Atlassian, I managed the Creative global delivery for our premier Williams Racing F1 partnership. The account involved a multi-channel scope spanning video, digital, physical assets, and Fan Zone events across global race cities. I architected a flexible operational framework centered around a "Swarm Model" and a dynamic resource bench to stabilize demand spikes and execution.

My Process

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    Uncover the Friction

    Listen first. I diagnose operational bottlenecks & workflows before building the framework.

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    build the engine

    Build lightweight, AI-assisted automation structures so systems do the heavy lifting.

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    Protect the Humans

    Balance utilization with empathy and value

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    Bring the Receipts

    No guesswork, no vanity metrics. Just clean platform data.