Apr 2025 – Jul 2025 · 3 mos · London Area, United Kingdom · Remote

• The mission of The Lovie Awards is to recognise the unique and resonant nature of the European Internet community across culture, technology and business. We believe that by elevating the best digital innovations from Europe, we can inspire a better internet, globally.

Aug 2024 – Jul 2025 · 11 mos · Remote

• Here at Design Leaders, we recognise the crucial need for a community where design leaders at the highest level can come together, connect, and magnify their impact. A space where you can forge meaningful connections, exchange profound insights, and actively shape the future of design leadership.

Aug 2023 – Aug 2024 · 1 yr · United Kingdom · Remote

• We are on a mission to provide design leaders with a space to expand their support network, the tools to drive change in the design industry and contribute to designing a better world.

May 2022 – Aug 2025 · 3 yrs 3 mos · London, England, United Kingdom · Hybrid

• As Director of Product Design at Evoke (parent to William Hill, 888, & Mr Green), I created the group’s product design strategy through a period of rapid platform transformation and seamless multi-brand integration. I scaled and led a diverse 35+ team spanning product design, UX research, content, and design operations across five countries, building a unified culture that accelerated innovation and delivery.
• I architected and launched Helix, a groundbreaking multi-brand design system that boosted design-to-engineering efficiency by over 150%, enabling consistent, high-quality experiences across web, mobile, and retail channels. Collaborating closely with senior product, technology, and compliance leaders, I translated complex business strategy into clear, actionable design roadmaps, established measurable success metrics, and drove seamless execution. I proactively embedded robust governance, regulatory, and accessibility frameworks—ensuring our products consistently exceed the highest standards required to thrive in fast-moving, regulated industries.
• Championing cross-functional collaboration, I leverage AI tools for productivity gains and mentored emerging leaders, embedding structured career growth and high-performance pathways.
• Impact:
• Delivered 30+ end-to-end product features, boosting user engagement & customer lifetime value.
• Directed the rollout of William Hill’s new cross-platform brand & visual system, raising usability scores and brand equity.
• Pioneered the group’s first AI-powered content design assistant, shaping our approach to AI-enabled UX.
• Led our group design strategy for Ai Positive Play creating safer gambling tools to enable customers play and protect player life time value revenues.
• Embedded responsible design and safer play practices into onboarding, supporting industry-leading player protection.
• Drove measurable improvements in team morale, retention, and capability through transparent, values-led leadership.

Jan 2020 – Mar 2022 · 2 yrs 2 mos · London, United Kingdom · Hybrid

• At Tide, a UK fintech serving over 450,000 SME members and 8% of the market, I was brought in to build and scale the design function to support rapid growth. I grew a multidisciplinary team of 35+ across product design, research, content, and brand, embedding design at the core to drive acquisition, engagement, and brand impact.
• Key responsibilities:
• Defined and led the global design strategy across product, marketing, and brand, ensuring alignment with business goals and customer needs.
• Provided creative direction for all external channels, collaborating with marketing, agencies, and leadership to deliver high-impact campaigns.
• Partnered with product and business leads to embed design deeply in product strategy and delivery.
• Established a user research function to uncover member needs, validate propositions, and guide iterative product improvements.
• Advanced design maturity by introducing experience principles, new ways of working, and fostering design thinking across product, engineering, and design teams.
• Key achievements:
• Scaled the design, marketing, and brand teams from 3 to 35+ within 18 months, creating UX Research and DesignOps capabilities.
• Launched Tide’s first design system, Portal, uniting product, marketing, and brand with a consistent experience language and brand framework—accelerating delivery and cross-team collaboration.
• Led Tide’s first nationwide advertising campaigns (TV, OOH, social), winning two awards and increasing brand awareness by 40% in 18 months.
• Directed a global rebrand implemented in-house across product and marketing touch-points.
• Increased membership by 8% during the pandemic through enhanced customer experience and brand visibility.
• Reduced external agency dependency, cutting production costs by 65%.
• Designed 15+ product features, including an industry-first company formation integration, driving over 97,000 new signups in 12 months.

Oct 2018 – May 2019 · 7 mos · London, United Kingdom

• Zoopla is the UK’s second-largest property website, founded in 2007, with revenues over £70 million and 650+ UK employees. The platform offers property listings, market data and local information for homebuyers.
• I led product design following Red Ventures’ acquisition of Zoopla’s parent company. I defined and executed a strategy aligning product, brand and marketing to scale user experience rapidly. Within six months of implementation, Zoopla won Apple’s ‘App of the Day’ and saw strong customer growth across sales and rental markets. This success was driven by a data-informed design approach that increased conversions and lead quality.

Nov 2017 – Oct 2019 · 1 yr 11 mos · London, England, United Kingdom · On-site

• RVU is an international portfolio of consumer brands employing over 900 people, operating across finance, marketplaces, insurance and property tech, serving more than 35 million customers. An offshoot of the US-based Red Ventures in Charlotte, USA. I joined as employee number two in Europe, responsible for design leadership across the portfolio including Zoopla, Bankrate UK, uSwitch and Money.co.uk. I provided strategic consultancy to external clients on scaling products, brands and teams for growth and market reach across EMEA.

Jan 2017 – Oct 2018 · 1 yr 9 mos · Global

Sep 2014 – Nov 2017 · 3 yrs 2 mos · London, United Kingdom

• Director of Design – Founded and scaled the design and UX studio from the ground up, growing the team from 3 to 35 over 3.5 years while partnering closely with film and brand teams across the group. Delivered a 400% revenue increase from year one, expanding an international client base.
• During my tenure, the agency achieved 4th place in Design Week’s Top 100 Agencies and ranked 8th among UK digital agencies.

Oct 2012 – Sep 2014 · 1 yr 11 mos · London, United Kingdom · On-site

• Principal Visual Designer responsible for leading a multi-discipline design team across four international locations - London,
• San Francisco, Romania & Portugal. We worked across consumer platforms researching, designing and evolving the product.
• I was also responsible for the rebranding of Betfair and aligning the product to the new direction globally across all verticals.

Oct 2010 – Sep 2012 · 1 yr 11 mos · London, United Kingdom · On-site

• Lead visual designer working across the digital product portfolio, developing innovative design solutions, mentoring designers, working on UI, marketing & video projects.

Feb 2010 – Sep 2010 · 7 mos · London, United Kingdom

Feb 2010 – Feb 2010 · 0 mo · London, United Kingdom

Oct 2009 – Nov 2009 · 1 mo · London, United Kingdom

Jan 2008 – Sep 2009 · 1 yr 8 mos · London, United Kingdom

Jan 2004 – Jul 2004 · 6 mos · London, United Kingdom

• Lead Editor and Designer working on LSP's first feature film. Editing began in January 2004, for Premiere at The National Film Theatre in July 04.
• Meanwhile - A drama with humour about two friends re-uniting for a funeral and the skeletons and ex-girlfriends who re-surface
• Won Best International Feature Film at the LA Independent Film Festival, 2004.

Mar 2003 – Dec 2007 · 4 yrs 9 mos · London, United Kingdom

Sep 2002 – Feb 2003 · 5 mos

Feb 2002 – Aug 2002 · 6 mos · London, United Kingdom

Sep 2001 – Jul 2002 · 10 mos · London, United Kingdom

Sep 2001 – Dec 2001 · 3 mos · London, United Kingdom

Jan 1999 – Aug 2001 · 2 yrs 7 mos · London, United Kingdom

Jan 1997 – Jun 1998 · 1 yr 5 mos · Rusper, England, United Kingdom