You can include it if the bullet shows meaningful ownership and a concrete result, even if the overall project did not reach its original goal.

Not every strong experience ends in a perfect business outcome. Recruiters still care about the scale of the problem, what you changed, and the evidence of judgment or leadership.

You might highlight that you led a cross-functional team, reduced launch time, or identified a risk that prevented further investment.

Write the bullet around what you personally accomplished and quantify the value where possible. If useful, this guide on consulting resume gives more detail.

Failed project can still show strong leadership if you're honest about the result.