I lead the design of websites and digital platforms that are scalable, user-focused, and grounded in business objectives. My experience spans full-scale redesigns, targeted landing pages, and integrated campaign hubs - always approached with storytelling at the heart and through a component-based, UX-led lens.

I collaborate closely with cross-functional teams, including developers, PMs, UX researchers, and senior stakeholders. Ensuring solutions meet both user needs and commercial goals. I facilitate early-stage discovery workshops and steer iterative reviews to maintain alignment and momentum.

My process blends insight and execution: from research, user journeys, and prototyping, through to design systems and implementation. At the high-fidelity stage, I partner with motion and interaction designers to craft dynamic, intuitive experiences that encourage meaningful engagement.

I challenge design teams to interrogate the brief and resist default patterns. The best solutions come from deeply understanding the problem — not repeating what's already been done elsewhere.

I lead the strategic design and execution of multi-channel campaigns, from concept through to delivery. My focus is on aligning storytelling with brand purpose, audience insight, and performance goals. I’ve worked with global brands like Dyson, Clarks, Calvin Klein, and McCormick to deliver seasonal, product-led, and always-on campaigns across digital, DOOH, social, and eCRM.

My approach starts with insight. I begin by understanding the brand, their audience, the channel mix, and the desired outcomes. From there, I shape the creative strategy, working closely with writers, motion designers, developers, and media teams to ensure ideas resonate across platforms and perform in the real world.

I champion creative that not only looks great but drives results. I lead campaign discovery, help define creative platforms, and run performance reviews to inform iteration and ongoing improvement. I also ensure that every execution pushes creative boundaries while remaining consistent with brand identity and media strategy.

I build and lead empowered, collaborative design teams with a strong focus on craft, creativity, and continuous development. I’ve hired, mentored, and managed designers, artworkers, motion specialists, and UX/UI practitioners across in-house teams, freelance networks, and agency partnerships.

As a line manager, I support personal growth through clear feedback, tailored development plans, and hands-on coaching. I create individual SMART goal frameworks, hold regular one-to-ones and appraisals, and ensure my teams have what they need to thrive both personally and professionally.

I introduced new ways of working to improve quality and efficiency, and built strong partnerships with delivery, strategy, and marketing stakeholders to keep design integrated across the business. I also ran a successful apprenticeship programme in collaboration with a local college, helping young creatives enter the industry without a degree.

I believe in cultivating a culture of curiosity where questioning, testing, and shared ownership are encouraged, and where psychological safety supports people in doing their best work. To supplement in-house capacity, I actively maintain a trusted freelance network and agency relationships to scale support when needed.

I know that designers aren't the only ones responsible for getting work done. I appreciate working with project and account managers to make sure we get things done within time and budget constraints.

I work closely with the PM team to scope out costs and timelines and will assist in the writing of Statements of work. Which helps me to produce the creative brief.

I’m keen to make sure we're approaching projects in a logical way. When it comes to assigning tasks, I'm always interested in making sure we have the right people doing the job, and that nobody's getting burnt-out. I also like to give people the chance to try new things whenever I can.

I believe that project reflections help to ensure that we are developing our processes and continue to strive towards great work.

I have had experience of running design departments and reporting at a board level.