Building products people switch to — and stay with.

Member pricing as a habit-switching engine

In Korean travel, even loyal members default to incumbent booking apps out of pure habit. The problem wasn't awareness — it was giving 20M+ membership households a structural reason to switch.

I led the strategy and rollout of member-exclusive pricing and benefits: closed-user-group rate programs negotiated with supply partners, benefit surfacing tested through controlled experiments, and the loyalty mechanics connecting travel to the broader membership ecosystem.

Turned membership from a shipping perk into a travel pricing advantage — a defensible position competitors without a membership base can't copy.

One hotel, one page: content mapping at scale

Aggregating inventory from multiple supply partners creates a classic OTA problem: the same hotel appears as five different listings with conflicting content and prices. Customers see chaos; conversion suffers.

I defined and drove a three-tier deduplication engine — hotel entity resolution, room-type clustering, and rate grouping — so every property resolves to a single authoritative page with the best available rate surfaced cleanly.

Foundational infrastructure that makes every downstream pricing and merchandising initiative possible.

Finding what's missing: selection gap intelligence

A marketplace can't fix a selection gap it can't see. Comparing millions of products across platforms fails with naive matching — titles differ, options differ, catalogs are messy.

I led an LLM-powered matching system that identifies which products competitors carry and we don't, at precision levels that make the output directly actionable for seller acquisition — plus the bulk-listing migration tooling that lets sellers close those gaps in hours instead of weeks.

Converted selection strategy from anecdote-driven to systematically measurable.

Experimentation as an operating system

At Booking.com I ran 100+ A/B experiments a year and shipped white-label hotel booking apps for 15+ airline and travel partners — a formative education in evidence over opinion, and in building products where every pixel earns its place.

The experimentation discipline I've carried into every product organization since.