Tesla · 2021 — Present

Cybertruck, Robotaxi & Product Launches

Led digital launches for Tesla's most iconic new products.

Overview

Led the digital product launches for Cybertruck, Robotaxi, new Model Y, and new Model 3 — collaborating with design, content, engineering, and marketing teams to build product narratives, create page designs, develop React components, and ship.

Highlights

• —
  Led digital launch of Cybertruck, Robotaxi, new Model Y, and new Model 3 end-to-end

  4 major launches
• —
  Managed a Drupal-based CMS powering the homepage, product pages, and support pages

  2-hour publish turnaround
• —
  Conceptualized and built Tesla's React component library, integrated with the design system and evangelized adoption across the company

  adopted company-wide
• —
  Integrated the CMS with Tesla's pricing systems — prices update automatically whenever the pricing system changes

  pricing automation
• —
  Built a novel flex module to generate React components directly from Figma designs

  design → production: 1 week → 1 day
• —
  Shipped an LLM chatbot across all Tesla product and support pages, reducing support contacts and aiding purchase decisions

  LLM chatbot shipped
• —
  Ran A/B tests including a critical homepage hero test — carousel vs. two-tile layout for Model 3 vs Cybertruck — where carousel won despite being the non-intuitive choice