Designing. Storytelling. Problem solving.
Hello. I design and lead teams to produce award winning experiences that deliver results.
Multidisciplinary design leader based in Bristol, with over 13 years experience delivering digital experiences, customer journeys and campaigns for global brands, agencies and scale-ups.
Email me Download my CV
Selected projects.
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![A female member of the Royal Navy in uniform with crossed arms, standing outdoors at sunset, with a ship in the background and text overlay promoting Navy careers.]()
The Royal Navy
Award-winning digital transformation and scalable design system for one of the UK's largest public sector websites.
+ Led the design system build powering the Royal Navy's full digital platform
+ Won 11 industry awards, including a Webby, a Lovie, and the Digital Impact Awards Grand Prix -
![A person with curly hair holding a navy blue bottle of Dyson Chi-to-San post-style serum in front of a pink background.]()
Dyson Chitosan
Launched Dyson’s first beauty consumable across global markets.
+ Designed the end-to-end customer journey for Dyson's debut into beauty
+ Post-launch journey improvements drove a 50% increase in marketing sign-ups -
![Group of Sonic the Hedgehog characters, including Sonic, Shadow, Silver, and others, on a futuristic platform in a colorful, digitally stylized landscape with floating buildings and palm trees.]()
SEGA
Scaled global email marketing through a modular, component-led system.
+ Built a reusable component system powering interactive campaign content
+ Cut production cost and time significantly on every future campaign build -
![A young woman with blonde hair and bangs, dressed in cream-colored pajamas, relaxing in front of a mirror. She is holding a cup of Häagen-Dazs ice cream with a spoon in her hand.]()
Haagen Dazs
Extended a global brand campaign into immersive, social-first digital experiences.
+ Adapted existing TV and print assets into new digital-first formats
+ Delivered greater campaign value without additional production spend -
![Multiple women in casual clothing performing synchronized dance or exercise moves on an outdoor stage with a sky background.]()
Clarks
Merged heritage storytelling with modern digital design for ecommerce and campaigns.
+ Reworked existing heritage campaign assets into ecommerce-ready formats.
+ Extended campaign reach without increasing production budget -
![A yellow background with a white plate of grilled skewers at the top, scattered lime wedges, chili peppers, and spices. In the center, three seasoning products: Schwarz Caribbean Jerk, Schwartz Classic BBQ Seasoning, and Schwartz Mexican, with a slogan 'Throw some thrill on the grill' and a tagline 'The finest ingredients. The fullest flavors.']()
Schwartz
Bold, flavour-led ecommerce and campaign experiences.
+ Delivered fast-turnaround campaigns across social, display, email and landing pages
+ Enabled rapid, always-on activity throughout the seasonal calendar -
![A bottle of Symprove water-based food supplement with live and active bacteria, placed on a blue pedestal against a blue background.]()
Symprove
Customer-first digital experience design for a modern wellness brand.
+ Redesigned the end-to-end Shopify shopper journey
+ Reduced path to purchase from 5+ clicks to 2
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![Close-up of a person's face with closed eyes, covered in fluorescent paint splatters in blue, red, green, and yellow under blacklight.]()
Foresight Factory
Designed the platform global brands use to explore consumer trends and behaviour.
+ Led design of a large-scale B2B platform powered by machine learning and AI
+ Surfaced relevant behavioural insight to customers at scale
How I create impact.
A blend of strategic thinking, creative leadership and hands-on execution.
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Storytelling through experience.
The strongest digital experiences create emotional connection, not just functional interaction.
Systems thinking.
Scalable systems create consistency, efficiency and long-term value.
Craft with purpose.
Beautiful design means nothing without clarity, usability and impact.
Always improving.
I believe in ongoing iteration, learning and raising the bar with every project.
Strategy-led.
Strong design starts with understanding business goals and user needs.
People first.
I design for real people and build teams that bring out the best in people.
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What I do.
I combine strategic thinking with a hands-on creative approach to solve complex problems and create meaningful, human centred-experiences.
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I create digital experiences that balance storytelling, usability and commercial impact. My work spans full-scale platform redesigns, marketing campaign toolkits and omnichannel customer journeys.
Collaboration is at the heart of what I do, working closely with clients strategists, developers, researchers and stakeholders to shape experiences that are scalable, user-focused and grounded in real business objectives. From discovery workshops and journey mapping through to high-fidelity execution, I combine design systems thinking with strong visual craft to create experiences that feel intuitive, engaging and effective.
I believe the strongest digital products come from deeply understanding the problem - not repeating templates that exist elsewhere.
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I lead the creative strategy and execution of multi-channel campaigns across digital, social, CRM, DOOH and eCommerce platforms. My approach combines audience insight and storytelling to create campaigns that feel both creatively distinctive and commercially effective.
I’ve delivered campaigns for global brands including Dyson, Calvin Klein, Clarks and McCormick, working across product launches, seasonal campaigns and always-on advertising.
Strong campaigns don’t just attract attention, they create clarity, emotional connection and measurable results.
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I care deeply about building empowered, collaborative design teams. At Dyson, I led a team of 30+ designers globally, line managing 5 senior designers directly, and contributed to global Ways of Working and people development initiatives. Throughout my career I've hired, mentored and managed multidisciplinary designers across agency, freelance and in-house environments.
My leadership style balances clear direction with creative freedom. Supporting teams through mentoring, structured feedback and coaching, while creating environments where people feel safe to experiment and do their best work.
I believe great creative cultures are built through openness, psychological safety and shared ownership.
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I've led design teams across both agency and in-house environments, balancing creative quality with operational delivery. As a shareholder and board member at Spicerack, I helped scale the agency from 4 to 20 full-time staff, leading department roadmap planning, resourcing, and commercial decision-making alongside quality and delivery.
At Dyson, I sat on the Global Experience Design Leadership Team, directing UX/UI research, workshops, and platform improvements across multiple retail and CRM touchpoints. Work I regularly presented to global leadership, including Presidents and the COO.
The best design leaders create conditions, not control. Clear priorities, trusted teams, and space for good work to happen again and again.
Some of the brands I have worked with.
