Shaped the products, campaigns, and external programs that helped scale Waze from 55 million to 110 million monthly active users. Established Waze’s first comprehensive brand standards manual, which laid the foundation for Pentagram’s later brand redesign. On the product side, designed user acquisition flows for Waze Carpool and designed a self-service tool for business partners to manage their presence. Also directed marketing campaigns by selecting and managing external creative agencies.