Hello, I’m Azul.
I move complex organizations from ambiguity to action.
I’m a transformation and innovation leader with 18+ years of experience across design, research, technology, and organizational change. I use systems thinking, experimentation, and AI to understand complex problems, identify where change can create value, and help teams turn promising opportunities into practical solutions.
18+ years
Across design, technology, innovation, and change
Global scale
Experience shaping platforms, programs, and services used across organizations and regions
Organization-wide change
Capabilities and ways of working developed across teams and regions
3 GenAI initiatives
Led from opportunity framing through prototyping and validation
Selected organizations
- McKinsey & Company
- The Estée Lauder Companies
- Condé Nast
- Amplify
- Case Commons (IDEO-incubated)
- GSW
- Gust
I work across three connected dimensions—from understanding the system and choosing where to focus, to exploring new possibilities, to helping teams implement and sustain change.
01
Understand + Choose
Where should we focus?
Strategy & Systems
Understand the whole system. Find where change matters.
Explore
02
Explore + Build
What better possibilities can we create?
AI & Innovation
Turn emerging possibilities into useful applications.
Explore
03
Implement + Sustain
How do we make change real and sustain it?
Transformation & Enablement
Turn strategic change into sustained ways of working.
Explore
From complex problems to meaningful change
I connect research, experience design, and service strategy to help people act and organizations improve. These projects show the results, capabilities, and decisions that followed.
AI Transformation · McKinsey & Company
Bringing expertise into the flow of work with GenAI
Pilot outcomes
70% faster time to capability
Managers became ready to apply problem-solving sooner. Bottom-up planning received more and better-quality initiatives.
Problem-solving pilot versus learning without the AI coach. Initiative quality was an observed signal.
Designed contextual coaching to help managers apply problem-solving and develop stronger transformation initiatives.
3 GenAI initiatives · 6 months
Organizational Transformation · McKinsey & Company
Embedding user-centered ways of working across a global technology organization
Organizational outcome
90% adoption of new ways of working
Helped embed user-centered practices across 2,000+ people. The design capability program also reported 95% satisfaction.
Shared transformation outcome with a cross-functional Center of Excellence.
Partnered with leadership on research, capability building, and practical methods for user-centered transformation.
2,000+ people · 4 continents
Enterprise Service Transformation · McKinsey & Company
Transforming support services across a global organization
Service outcomes
50% faster response · 80% higher satisfaction
Contributed to a global transformation reporting faster support responses and increased satisfaction.
Reported transformation outcomes in the résumé; response time is distinct from total service delivery time.
Led research and service strategy connecting digital services, workflows, knowledge, and human support.
45,000 employees · 65+ countries
Complex change requires seeing how the pieces connect.
I bring together human needs, business priorities, technology, and organizational realities to help teams see problems more clearly, identify promising opportunities, and carry good ideas into implementation and adoption.
I’m interested in opportunities to bring this experience to teams working across transformation, innovation, and AI—particularly where complex problems benefit from research, systems thinking, experimentation, and collaboration.