I established, built and led CAPT UX, a multi-disciplinary team of designers, researchers, product managers and design technologists that envisioned, designed and delivered new products for Amazon Ads. We followed a data-driven methodology that uncovered and addressed issues early in the product development lifecycle. This enabled us to mitigate the impact of one-way door decisions and costly post-launch fixes. I partnered regularly with senior leadership in product management and engineering for operational planning, organizational strategy and tactical delivery while leading this team.