Nov 2021 – Nov 2025 · 4 yrs · Dubai, United Arab Emirates · On-site

• Four years. One of the most complex digital transformations in the region. Nine million customers who needed it to work. No pressure.
• Built and led a full-stack in-house design studio from scratch covering UX, UI, Design Systems, Content Design, Design Ops, and UI Development — a team of up to 38 people. Delivered the customer app and dealer app end to end. Became the programme's source of truth for architects, developers, PMs, and POs across 150 specialists. Changed 15-year-old processes that had never been touched. Showcased design vision in company-wide townhalls to align an entire programme behind a shared customer experience.
• The foundation we built now enables du to deliver the digital experiences their customers deserve.

Oct 2019 – Oct 2021 · 2 yrs · Dubai, United Arab Emirates · On-site

• Governments. Hospitals. Oil fields. Airports. If it needed a better digital experience in the MENA region, we were probably in the room.
• Built and scaled regional design capabilities generating $9M+ in new revenue. Won over $3M in design engagements. Delivered 20+ digital products across industries. Led the $7M Ministry of Health Saudi Arabia Digital Front Door — transforming the national patient experience at scale. Facilitated 50+ executive workshops coaching C-suite leaders on design and AI integration. Presented strategic solutions to Ministers, Royals, and CXOs across the region.

Mar 2017 – Oct 2019 · 2 yrs 7 mos · Dubai, United Arab Emirates · On-site

• IBM iX. Enterprise design at scale. The kind of work where the stakes are high, the clients are serious, and "good enough" is never a conversation anyone wants to have.
• Scaled the IBM iX design practice across MENA — growing revenue, building high-performing teams, and embedding human-centred design thinking across global enterprises. Led 70+ Enterprise Design Thinking workshops across Digital Healthcare, Government, and FinTech. Delivered 350+ hours of C-suite coaching, accelerating product cycles by 50% for clients. Led projects improving delivery efficiency by 30% and unlocking $4M+ in additional design work. Delivered the CCAD Digital Transformation Patient Portal in six months — enabling digital care management and recouping $100M+ in payments. Keynote speaker at design exhibitions across MENA including DDX Beirut.

Jan 2016 – Mar 2017 · 1 yr 2 mos · Dubai, United Arab Emirates · On-site

• Someone once told me DDB was one of the most iconic creative agencies in the world. They weren't wrong. They also didn't have a UX practice in the UAE. Until they did.
• Built and scaled the UX practice from zero inside one of the world's most iconic creative agencies — delivering digital experiences for Sephora, Lamborghini, Porsche, and McDonald's. Established the entire UX function including recruitment, operations, and design systems. Embedded design thinking practices across the business and with clients. Won £650K in new business through proposals and pitches. Set the standard for how DDB understood and sold the value of UX design.

Jan 2015 – Dec 2015 · 11 mos · On-site

• NFC payments. Digital wallets. Mobile ticketing. AR unboxing experiences. All before most people knew what any of those things were.
• Progression: UX Designer → Senior UX Designer → UX Design Lead
• Drove digital experiences for 23 million customers across web, mobile, and retail — delivering £15M in revenue and pioneering mobile-first products years before they became industry standard. Led UX and UI for O2 Money — mobile-first fintech with NFC payments and digital wallets, an industry first. Designed O2 Train Travel — seamless mobile ticketing with fee-free booking, another industry first. Created O2 Wallet — SMS payments, digital loyalty, and mobile shopping before Apple Pay existed. Launched across iOS, Android, and BlackBerry. Helped shape O2.co.uk, winner of Website of the Year 2014 and 2015 — the first time O2 won the award. Partnered with Samsung, Sony, and Apple on cohesive device experiences. Pioneered AR-powered unboxing experiences — again, an industry first.

Oct 2012 – Dec 2014 · 2 yrs 2 mos · On-site

Jul 2011 – Oct 2012 · 1 yr 3 mos · On-site

Jun 2010 – Sep 2011 · 1 yr 3 mos · London Area, United Kingdom · On-site

• Where it all started. A design studio, a workshop, and the realisation that great products don't happen by accident.
• Contributed to digital, product, and brand strategy at a globally recognised lifestyle brand — bridging industrial design, UX, and commercial thinking from the very start of my career. Redesigned the website UX, optimising customer journeys and increasing online revenue by 32% in three months. Launched 2 new products from concept through to manufacturing, QA, and mass distribution. Produced multi-channel marketing assets to enhance brand storytelling and engagement. Managed partnerships with luxury retailers including John Lewis and Liberty of London.