During Coinbase's critical growth phase from 2018 to 2019, I spearheaded the expansion and direction of the design team for critical shared services. This included establishing the Growth team and leading design efforts for the Brand, Marketing, Communications, and Internal Tools teams. By implementing strategic processes, facilitating design critiques, and offering actionable feedback, I played a crucial role in optimizing key metrics and driving impactful design initiatives. Moreover, I championed the importance of inclusive design practices, fostering a culture of diversity and collaboration to support Coinbase's overarching vision of democratizing access to cryptocurrencies and fostering an open financial system for all.