• Lead the creation of experience visions that align business goals, customer needs, brand intent, and delivery realities • Help clients and internal teams clearly articulate what problem they are solving and why it matters • Translate ambiguity into clear strategic frames that design, UX, engineering, and data teams can act on • Use research tools, data analysis, and AI-assisted synthesis where appropriate to accelerate understanding and surface patterns, while applying judgment to define direction • Define success in business terms, not just experience metrics • Lead discovery and strategy efforts that go beyond surface-level requirements gathering • Develop a deep understanding of client business models, operating constraints, and competitive context • Leverage qualitative research, analytics, and AI-supported analysis to identify behavioral patterns, friction points, and opportunity areas • Quantify, where possible, the business impact of experience challenges and strategic recommendations • Ground strategy in evidence, insight, and informed judgment, not assumption or novelty • Work as a true partner to design leadership and UX teams • Provide clear intent, priorities, and constraints so creative work is purposeful and focused • Participate actively in concept development, journey definition, and experience narrative creation • Use AI thoughtfully to explore concepts, test variations, or accelerate iteration, without replacing creative authorship or critical thinking • Help teams navigate tradeoffs without losing sight of the experience vision • Lead experience strategy from discovery through delivery and ongoing optimization • Stay close to delivery so strategy evolves based on learning, performance, and real constraints • Own strategic narratives, roadmaps, hypotheses, and prioritization decisions • Partner with engineering, data, experimentation, and delivery teams to ensure strategy is realized in the work • Apply AI where it meaningfully improves speed, clarity, or insight across planning, experimentation, personalization, and optimization workflows • Identify opportunities within client work to clarify scope, deepen engagement, or reframe the problem being solved • Partner with account, design, and delivery leads to shape meaningful strategic work • Contribute to proposals and strategic framing for new or expanded engagements • Use insight, data, and emerging tools to help define smarter, more relevant opportunities • Take ownership of the work you are involved in and the quality of the problems being addressed • Contribute to shared frameworks, POVs, and reusable strategy assets • Bring learnings from client work back into the organization to improve how strategy is practiced • Help evolve processes, tools, and ways of working, including the responsible use of AI in strategy and delivery • Support internal learning through case studies, reviews, and collaboration across disciplines