Obi Felten leads early stage projects at X, the team behind self-driving cars and Project Loon. As director of X Foundry, she is responsible for getting early stage X projects from the lab into the real world (or ensuring they fail fast). Previously she was director of consumer marketing for Google EMEA. Before Google, Felten launched the ecommerce business of a major UK retailer, worked as a strategy consultant and led eToys.com's (unsuccessful) expansion to Germany during the first dotcom boom. Felten is a startup mentor and angel investor focusing on women founders. She set up Campus London, a Google-funded space for tech entrepreneurs. She is on the board of Shift, a non-profit designing products to address social problems like youth mental health. She is also on the board of Picasso Labs, a tech startup.