UX Design Leadership

UX leader and product designer with a strong creative background, driving user-centred design, strategy and AI-transformation. AI is changing both how we work and the products we build. I collaborate with cross-functional teams delivering scalable and smart product visions. Skilled in design thinking and data-driven decision making to improve customer experience and business impact. Mentoring, growing and retaining high-performing design teams through shared vision and empowerment.

  • Building teams

    I build teams for judgement and curiosity. Designers sit with Product and Engineering from day one, around a problem. Career growth is part of the work. Objectives, situational leadership, regular and honest design rituals raise the bar and stretch projects aimed at where someone wants to go next.

  • Cross-functional

    I work with PMs and engineers from the start and throughout projects. Running working sessions, aligning on constraints and making decisions that grow the product. The seat at the table comes from sharing the problem and delivering outcomes.

  • Hands-on

    I stay close to the craft when that’s what the team and the product needs

    I research, prototype, sketch flows, grow design systems, shape interaction and UI details.

  • AI in the workflow

    AI is part of the day-to-day: research synthesis, quick prototyping, accessibility checks, measurement, so we move faster on the repetitive parts and keep judgement where it matters.

About

My career started in music, film, brand, campaigns, editorial layout and typography. Some of that work needed to grab attention, some of it had to function. Both habits have stuck and form the foundations of my work.

Today I lead product design teams. I hire, mentor and set direction. With product and engineering, I put the habits in place that make quality repeatable.

I stay close to the work. I research, prototype, review, build and measure components, because I need to understand the material I'm asking other people to shape.

I use AI every day and so does the team. Research synthesis, prototyping, content, accessibility checks and working processes. The routine work gets faster, but the judgement stays with the designer.

Experience

UX Design Manager — Rakuten Advertising

Champion a user-centred culture with design-led product strategy. Lead in the evolution of B2B SaaS connected product suite with a rapid shift toward agentic AI experiences. Drive AI-powered optimisations for automation and personalisation. Grow and mentor a design team, balancing rituals with research and IC. Led a key initiative that increased network gross sales by $200M. Practically shifting legacy processes to AI-first.

Lead UX Designer — EDF Energy

Accelerating the shift to a low-carbon society through tech innovation, data collaboration, and design strategy aligned to growth-driving KPIs.

Lead UX Designer — Humara

Design & Art Director — Contract

AI-led advisor boosting digital sales and customer experience. Leveraging sales psychology, machine learning, and UX methods, while leading a design team, embedding agile design, and collaborating closely with Data Science on AB testing and validation.

Senior UX Designer — Public-i Brighton

Led UCD across AV-connected applications and live stream services, driving agile optimisations and tech solutions that enabled positive transformation.

UX Designer — Splendid London

Multi-channel, digital technology consultancy, creating connected experiences and digital transformation through UCD.

Collaborated with brands, artists, musicians, production companies, NGOs and agencies to design creative packaging, campaigns and editorial content, merchandise and videos from concept through to production.

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