About
I’m a design director with 15+ years building brands, leading creative teams and shaping digital experiences for retail and high-growth businesses.
I currently lead design for a £6m e-commerce business, working with major UK retail partners including Primark, Boots and Next. I built the design function from scratch, covering brand, digital, UX, content and motion. We’ve delivered 60% e-commerce conversion growth, and I lead creative for retail partnerships including packaging and in-store displays across the national estate, plus bespoke executions for London flagships.
Previously I was Lead Designer at a digital agency specialising in AI-powered marketing tools, where I ran an 8-person creative team and led a complete rebrand rolled out internationally. Earlier in my career I worked across agencies building expertise in brand identity, campaigns, digital design and motion.
About
I’m a design director with 15+ years building brands, leading creative teams and shaping digital experiences for retail and high-growth businesses.
I currently lead design for a £6m e-commerce business, working with major UK retail partners including Primark, Boots and Next. I built the design function from scratch, covering brand, digital, UX, content and motion. We’ve delivered 60% e-commerce conversion growth, and I lead creative for retail partnerships including packaging and in-store displays across the national estate, plus bespoke executions for London flagships.
Previously I was Lead Designer at a digital agency specialising in AI-powered marketing tools, where I ran an 8-person creative team and led a complete rebrand rolled out internationally. Earlier in my career I worked across agencies building expertise in brand identity, campaigns, digital design and motion.
What I do
I lead design functions that span brand and digital. That means:
- Setting creative vision and direction for brands and campaigns
- Building and mentoring design teams
- Leading retail creative for major UK partnerships
- Designing e-commerce experiences that convert
- Establishing design systems and operations that scale
- Reporting to leadership on creative strategy and priorities
What I Do
I lead design functions that span brand and digital. That means:
- Setting creative vision and direction for brands and campaigns
- Building and mentoring design teams
- Leading retail creative for major UK partnerships
- Designing e-commerce experiences that convert
- Establishing design systems and operations that scale
- Reporting to leadership on creative strategy and priorities
How I Work
I’m strongest when bridging brand, product and marketing to make sure creative work delivers commercially. I care about craft, but I care more about whether the work actually lands.
I’ve led projects from initial brief through to stakeholder sign-off, built design systems used across four brands, and introduced AI tools into creative workflows to accelerate production without compromising quality.
I’m hands-on when it matters and strategic when it counts.
How I Work
I’m strongest when bridging brand, product and marketing to make sure creative work delivers commercially. I care about craft, but I care more about whether the work actually lands.
I’ve led projects from initial brief through to stakeholder sign-off, built design systems used across four brands, and introduced AI tools into creative workflows to accelerate production without compromising quality.
I’m hands-on when it matters and strategic when it counts.