Who I amI'm a multidisciplinary design leader with 13+ years' experience delivering award-winning digital experiences, customer journeys and campaigns for global brands, agencies and scale-ups. My background spans UX/UI, digital marketing, CRM, ecommerce, branding and creative direction — leading multidisciplinary teams from discovery through to delivery across product, marketing and commerce. Equally comfortable shaping strategy with senior stakeholders and leading hands-on creative workshops, I combine strategic thinking with strong executional craft to create scalable, human-centred experiences that drive engagement, efficiency and business growth.
Impact at a glance30+ designers led globally, 5 direct reports — Dyson
4 → 20 staff, agency scaled as shareholder & board member — Spicerack
50% increase in marketing sign-ups from journey optimisation — Dyson
11 industry awards incl. Webby, Lovie, Digital Impact Grand Prix — Royal Navy
Experience
Freelance & Contract roles
Oct 2025 – Present · Freelance
Partnering with clients across design strategy, branding, UX/UI, digital marketing and creative direction. Integrating AI-assisted workflows to accelerate ideation, production and delivery across digital experiences and campaigns. Clients include Great State, The Army & Smarter Web Company.
Dyson - Global Experience Design Lead
Jul 2023 – Jul 2025 · In-house
Member of the Global Experience Design Leadership Team, leading 30+ designers across global markets. Line managing 5 senior designers directly.
Led end-to-end experience design for Dyson Beauty launches across Dyson.com, CRM (email, WhatsApp, SMS) and retail partner platforms including Amazon, John Lewis and Currys.
Directed UX/UI research, workshops, prototyping, UAT and optimisation across multiple touchpoints, partnering with Retail, Engineering, Strategy and IT to improve customer journeys and drive scalable platform enhancements across Sitecore, AEM and Magento.
Contributed to a 50% increase in beauty marketing sign-ups through experience optimisation and customer journey improvements.
Presented work to global leadership including Presidents and COO, while contributing to global Ways of Working, mentoring and people development initiatives.
Great State & The Royal Navy — Experience Design Lead
Mar 2023 – Jul 2023 · Agency Contract
Designed key UX journeys and UI experiences for the award-winning Royal Navy website transformation programme, recognised with 11+ industry awards including a Webby Award, Lovie Award and Digital Impact Awards Grand Prix.
Contributed to the development and governance of the design system and supported scalable content publishing improvements across the platform.
Spicerack — Head of Design
Apr 2020 – Mar 2023 · Agency
Shareholding board member leading the agency design function across strategy, creative direction, delivery and quality assurance.
Oversaw in-house and freelance teams while owning key client relationships, project planning and delivery from scoping through to execution.
Led department roadmap planning, team development and performance reviews, while contributing to board-level and commercial decisions.
Helped scale the agency from 4 to 20 full-time staff while driving a culture of creative excellence and operational maturity.
Spicerack — Senior Designer
Apr 2016 – Apr 2020 · Agency
Delivered UX/UI design, brand guidelines, HTML5 animation and wireframes across major campaigns. Mentored junior designers and facilitated client workshops and reviews across eCRM, DOOH, video, display and social campaigns.
Spicerack — Digital Designer
Jun 2013 – Apr 2016 · Agency
Working closely with the creative director, designed digital campaigns across email, branding, video, display and social — building a strong foundation in pixel-perfect digital production and storytelling.
AwardsThe Royal Navy website transformation
Recipient of 11 industry awards including: Webby Award, Lovie Award & Digital Impact Awards Grand Prix
National Apprenticeships Award
Contributed to winning the Small Employer of the Year Award for developing creative apprenticeship programmes at Spicerack.
VolunteeringPortfolio Review Mentor — University of the West of England (2020 – Present)
Return regularly to review portfolios and support final-year students preparing for industry, drawing on my own graduate journey from UWE into the design industry.
Creative Industry Mentor — Babbassa (Jan 2023 – Present)
Mentoring young creatives from underrepresented backgrounds through Babbassa's City of Change programme — supporting portfolio reviews, personal branding, and design career development.
Key SkillsUX / Product Design
Discovery workshops ▪ User journeys & research synthesis ▪ Wireframing & prototyping ▪ Design systems ▪ Accessibility & inclusive design
Design Leadership & Delivery
Team leadership & mentoring ▪ Stakeholder management ▪ Resource planning & scoping ▪ Agile delivery ▪ Budgeting
Creative & Campaign Production
Campaign strategy & concept development ▪ Multi-channel production (CRM, DOOH, social, display) ▪ Motion & video
AI & Emerging Technologies
AI-assisted design & delivery workflows ▪ Rapid AI-enhanced prototyping ▪ AI-driven UX research synthesis ▪ AI to scale production
Selected clientsThe Royal Navy ▪ Dyson ▪ Disney ▪ SEGA ▪ Clarks ▪ Häagen Dazs ▪ Schwartz ▪ David Beckham ▪ Somerset County Council ▪ Calvin Klein ▪ Katy Perry ▪ Rimmel London ▪ COTY ▪ Marc Jacobs ▪ Under Armour ▪ Science in Sport
EducationBA (Hons) Graphic Design — 2:1, University of the West of England, 2013
Art Foundation Degree — Distinction, Norton Radstock College, 2010
A-Levels — Design, Photography, ICT, Norton Hill 6th Form, 2009
Training & Certification