Fractional Design
Leadership
Building design economies.
I help product companies build the leadership layer that makes design compound. Most teams have designers—but they don't have someone who knows how to connect design to strategy, or build the culture and systems that make design work at scale. Part-time commitment. Not part-time work.
Book Intro CallWhat is Fractional?
Fractional means working part-time with the full commitment of an executive role — bringing senior design leadership without the overhead of a full-time hire. I work with companies as a fractional Head of Design, embedded in leadership meetings, product decisions, and cross-functional strategy.
Why Fractional
Design culture, systems, and ways of working established early tend to compound over time. A fractional design leader brings senior judgment when it creates the most leverage — building those foundations right without the overhead or long-term commitment of a full-time hire, and with the flexibility to scale as the business grows.
Better economics
Senior executive talent at a fraction of the cost — without the recruiting cycle or long-term commitment.
Elevates your team
A strong design leader elevates everyone around them, and that impact lasts long after the engagement.
Immediate Impact
Companies can't wait six months for new hires. A fractional model swiftly provides senior leadership for flexible scaling.
How We Work Together
Every engagement starts with a mission. Before we discuss format or time commitment, we agree on what needs to be achieved: what design needs to do for the business, what the team needs to be capable of, and what success looks like over the next six to twelve months. From there, we find the engagement structure that fits. The formats below are starting points, not fixed packages. The mission shapes the model.
Strategic
Weekly direction-setting, async design reviews, and roadmap input.
Embedded
1 to 2 days a week, inside your sprints, leadership meetings, and product decisions.
Scoped
A focused engagement around one challenge: a maturity audit, market entry, culture workshop, or hiring system.
Who I Am
Raising the GDP of Design
I think about design in terms of its GDP: the total economic value design creates across an organization. Most organizations focus almost entirely on hiring more designers, but don't build the infrastructure that makes that work compound over time. I help build design economies by working across all three drivers—practitioners, maturity, and outcomes—to create measurable business value.
The GDP of Design: Total economic value created by design
What I Build
Leading design organizations
I build the frameworks and systems that make design work at scale — the leadership layer, culture, and processes that most organizations skip. This is what makes design compound rather than just deliver output.
Design maturity
Built the Design Maturity Model, a four-level framework now taught globally at Figma, and Design Systems 101 scaled across six languages. Work includes partnerships with Honda, Samsung, and DBS Bank to connect design maturity to business outcomes.
Design as a business function
Served as CDO at Anamne, reporting to the CEO and architecting product strategy. Built Figma's APAC advocacy team from scratch into one of Figma's highest performing teams globally.
Design leadership
Active speaker at design conferences worldwide to audiences up to 100,000+. Established voice in the design community across APAC, with particular depth in Japan and Korea.
Leading with design strategy
While most designers design products to fit markets, I design markets to fit products. I connect design strategy directly to revenue, market expansion, and how entire industries think about design investment.
Business outcomes
Co-led campaigns contributing to millions in ARR, ranking among Figma's highest performing content. Contributed to making APAC Figma's fastest growing region, with the team recognized as highest performing in 2025.
Go-to-market strategy
Led GTM for Figma's first localization in Japanese and Korean, and content strategy for Config APAC (1,200+ attendees). Deep experience operating in both Japanese and English business contexts across APAC.
Market-shaping
Accelerated Figma's TAM growth in APAC, contributing to fastest growing region two years running (2024–2025). Built the GDP of Design framework and influenced organizations to invest in design as a strategic capability, shaping how entire markets think about design.
Organizations I've worked with
