All the work in my portfolio started from a blank page. Big ideas often begin as the smallest sketches, notes, or questions.

Sage
I Unified Sage Through Design

My Role: Global Creative Director, Experience Design

Over a three-year initiative, I navigated internal politics, broke down silos, and built a company-wide Design Language System that unified teams and drove measurable impact across 33 global markets.

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UX/UI Design Creative Direction Design Direction Hands On Leadership Presenting Re-platforming Content Team Growth X-Functional Workshops
  • 3-year project overcoming internal politics

  • Delivered large cost savings via design system

  • +42.30% increase in Site Conversions YoY

Sage
Champion Design

My Role: Global Creative Director, Experience Design

I grew Sage’s in-house creative capability and embedded a data-driven design culture, shifting £ millions in agency spend back to internal teams.

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UX/UI Design Creative Direction Design Direction Leadership Presenting Re-platforming Content Team Growth Hands On X-Functional
  • Scaled my team from 3 to 40+ over 3 years

  • Launched unified design across 33 countries

  • Drove a 20% uplift in e-commerce transactions

Sage
Global Sites

My Role: Global Creative Director, Experience Design

I led the rebuild of Sage.com across all markets, standardising templates and refreshing 6,500+ pages under one master framework

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UX/UI Design Creative Direction Design Direction Leadership Presenting Re-platforming Content Team Growth Hands On X-Functional
  • 33 international sites launched

  • 6,500 legacy pages rebuilt

  • +20% increase in e-commerce transactions

Sage
Product Tour

My Role: Global Creative Director, Experience Design

I created Sage’s top-performing marketing asset, an 8-month in-house effort that outpaced agency work and fuelled new pipeline.

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UX/UI Design Creative Direction Design Direction Leadership Presenting Content Team Growth X-Functional Budget Internal Pitching
  • Contributed 2.6% of pipeline (~£49.5 m)

  • Delivered cross-functional in-house project

  • Created Sage’s top marketing asset

Alexander Forbes
Website

My Role: Hands On Design Director

I led a 6-week, on-site engagement with Alexander Forbes in South Africa, where I delivered a comprehensive design system and set a new benchmark for photographic storytelling. Alongside hands-on design and direction, I coached the in-house team to elevate their craft and establish a new North Star for digital excellence.

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UX/UI Design Creative Direction Design Direction Leadership Presenting
  • Intensive 6-week, on-site project

  • Team coaching and capability building

  • Set new gold standard in design

Travel Supermarket Digital Transformation

My Role: Head of UX Design and Creative

I delivered a full digital transformation for Travel Supermarket. Created a responsive site with a reimagined search. Migrated 6,000 SEO pages. Drove higher conversions, customer loyalty, and deeper partner engagement.

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UX/UI Design Creative Direction Design Direction Leadership Presenting Re-platforming Content Team Growth X-Functional
  • 100% increase in visitors (2.4 M → 4.8 M)

  • Improved conversion rates across all channels

  • 4× increase in customer value via “My Suitcase

Travel Supermarket
Brand Transformation

My Role: Head of UX Design and Creative

I created the “Own the Sun” brand through user workshops, anchoring every experience in warmth and aspiration.

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Creative Direction Design Direction Hands On Leadership Presenting Content Team Growth Brand Design
  • +13% uplift in unique visitors following launch

  • Improved conversion rates across all channels

  • 4× higher customer value

Travel Supermarket Product Innovation

My Role: Head of UX Design and Creative

I led the design and UX vision for Super Search, a rethinking of how people search and book holidays. I shaped strategy, creative, and prototypes, delivering ideas that felt as intuitive and helpful as with a real travel agent.

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UX/UI Design Creative Direction Design Direction Leadership Presenting Re-platforming Team Growth Hands On Innovation X-Functional
  • Led strategy for “Super Search” vision

  • Created high-fidelity interactive prototypes

  • 4× boost in customer value

Travel Supermarket
Native App

My Role: Head of UX Design and Creative

I grew the team the team from the ground up that delivered this in house project. I designed and launched TSM’s first native iOS & Android app, rethinking navigation and on-the-go booking experiences.

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UX/UI Design Creative Direction Design Direction Leadership Presenting Team Growth Hands On X-Functional
  • Launched first native iOS & Android app

  • Achieved 100% user-test preference for nav

  • Introduced seamless mobile booking UX

Amba
Digital Transformation

My Role: Hands On Design Director

I won the Amba pitch and the delivered a dynamic announcement site, followed by the full booking engine, whilst shaping the Amba brand and delivering new assets.

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UX/UI Design Creative Direction Design Direction Pitch Win Presenting Content Photograhy Brand Development Hands On
  • Pitch Win securing Amba Hotels account

  • Delivered responsive booking website

  • Directed photography shoot

Emirates
Aspirational Thinking

My Role: Creative UX, Coaching

I joined Emirates’ UX team in Dubai to challenge convention and reimagine how content and storytelling could lift the brand. While refining journeys at a micro level, I also led bold conceptual thinking that pushed beyond templated UX and into immersive, experience-led design.

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UX/UI Design Leadership
  • Coached team on creative UX problem-solving

  • Guided refinement of micro-interaction details

  • Encouraged proactive ideation beyond templates

Pay Pal
Product Design

My Role: Hands On Design Director

I designed a contactless donation solution—pairing sleek hardware UI with back-end flows to power seamless charity giving.

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UX/UI Design Design Direction Industrial Design Research Hands On
  • Designed end-to-end contactless donation app

  • Design back-end UX donation workflows

  • Large-scale contactless charity fundraising

Crowd Wish
Branding & Website

My Role: Hands On Design Director

I led the creative direction, branding, and UX for a platform that turned wishes into action. Granting one real wish every day for 1,400 days. I built a joyful, emotionally resonant product that kept users coming back, day after day.

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UX/UI Design Creative Direction Design Direction Brand Design Hands On
  • Ran for 1,400 consecutive days

  • Engaged 10 k+ users on repeat visits

  • Featured by BBC, Daily Mail & Positive News

Royal Flying Doctors Cloud Climb App

My Role: Hands On Design Director

Hands on Design and Direction of the Cloud Climb app for Royal Flying Doctors. Delivered a cockpit-inspired UX under extreme time pressure, blending fitness trends with playful altitude-based step tracking to boost engagement and fundraising.

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UX/UI Design Hands On
  • Designed cockpit-inspired fitness dashboard

  • Gamified step-tracking user experience

  • Completed high-fi UX under deadline pressure

Home Made
UX Conversion Funnel

My Role: Hands On UX & Design

I delivered a full digital transformation for Travel Supermarket. Created a sleek, fully responsive site with a reimagined hotel search and cohesive brand experience. Seamlessly migrated 6,000 SEO pages. Drove higher conversions, stronger customer loyalty, and deeper partner engagement.

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UX/UI Design Hands On
  • Mapped funnel and rewired key drop-offs

  • Ran iterative A/B tests for UX improvements

  • Achieved +3% conversion uplift

Saudi Armaco
Digital Transformation

My Role: Hands On Design Director

I independently explored diverse digital narratives—heritage, technology, people, news & dynamic learning—to guide Aramco’s future web strategy.

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UX/UI Design Design Direction Hands On
  • Prototyped 6 distinct web concepts

  • Blended heritage, tech & news narrative approaches

CMC Markets
FX Campaign

My Role: Head of UX Design and Creative

I led creative, design, and photography for a standout FX trading campaign that ditched screen grabs in favour of hand-folded origami. Capturing attention in a saturated market with craft, storytelling, and strategic media placement.

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Creative Direction Design Direction Leadership Presenting Hands On Photography
  • Led concept, art direction, and photography

  • Placed work in Bloomberg, FT & City AM

  • Captured financial media attentiony

CMC Markets
Website

My Role: Head of UX Design and Creative

I overhauled the retail trading site, restructuring content and launching a modular component library for faster updates.

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UX/UI Design Creative Direction Design Direction Leadership Presenting Re-platforming Content Team Growth Hands On
  • Redesigned trading platform UX & IA

  • Streamlined content into unified layouts

  • Launched modular design component library

CMC Markets
Brand Evolution

My Role: Head of UX Design and Creative

I built an internal studio to deliver all digital and print assets, eliminating agency dependency and boosting throughput.

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UX/UI Design Creative Direction Design Direction Leadership Presenting Brand Design Content Team Growth Photography Hands On
  • Established an in-house design studio

  • Brought all campaigns and assets internal

  • Cut agency costs and sped delivery

Sport Relief 2012
London Olympic Year

My Role: Hands On Design Director

I created a bold campaign identity and digital experience for Sport Relief 2012, bringing energy, movement, and clarity to a major national moment with a fully responsive and AAA accessible site.

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UX/UI Design Creative Direction Design Direction Leadership Presenting Content Brought In House Hands On Design Illustration
  • Designed AAA-responsive Sport Relief site

  • Led in-house creative for the first time

  • Campaign raised £62.5 million for Sport Relief

Comic Relief
Seriously Good.

My Role: Hands On Design Director

I redesigned the Seriously Good Sauces site. I shifted the focus to fresh ingredients and introduced shareable recipes to elevate the product and drive impact. I also led the production of new photography.

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UX/UI Design Design Direction Content Photograhy
  • Overhauled Ramsay-branded sauces site

  • Shifted focus to fresh ingredients & recipes

  • Boosted engagement with “Seriously Simple Recipes”

Comic Relief
Make Over App

My Role: Hands On Design Director

I transformed Vivienne Westwood’s 2011 T-shirt artwork into an interactive Facebook app for Comic Relief’s “Do Something Funny for Money” campaign.

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UX/UI Design Design Direction Hands On Design
  • Led creative, design, and illustration

  • Built a face-in-art makeover experience on Facebook

  • Drove viral sharing by making facebook profile pics

Shell & Ferrari
V-Power Microsite

My Role: Hands On Creative/Design Director

I brought Shell’s partnership with Ferrari to life through a digital pop-up world of animated race scenes, blending storytelling, illustration, and early face-mapping tech with Michael Schumacher at Monza.

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UX/UI Design Creative Direction Design Direction Leadership Presenting Microsite Content Hands On Design
  • Led creative, UX, animation, and illustration

  • Built a digital pop-up set from physical prototypes

  • Schumacher & early face-mapping technology

Heinz
.co.uk

My Role: Hands On Design Director

I transformed Heinz.co.uk into a bold, consumer-first experience. I led the design direction, pushed for a bigger logo before the client even asked, and set a nostalgic yet modern tone that aligned perfectly with “It Has to Be Heinz.”

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UX/UI Design Design Direction Hands On Design
  • Launched 300-page product-led CMS site

  • Elevated logo to hero position site-wide

  • Enhanced UX with streamlined content

Heinz
Love Sauces Microsite

My Role: Hands On Design Director

I created a vibrant, sensory-rich microsite for Heinz Sauce Lovers. I rejected clichés with bold typography and playful visuals. I achieved first-time sign-off from Heinz and brought their most loved product to life.

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UX/UI Design Creative Direction Design Direction Illustration Hands On Design
  • Created vibrant typographic microsite

  • Secured first-round client sign-off

  • Won agency Heinz.co.uk redesign of project