A highly creative,
motivated & experienced 
Product Design Lead.
I enjoy pushing the boundaries of creativity & innovation and crafting exceptional digital experiences that inspire and delight.
With over 16 years of design experience working with some of the world's biggest brands and leading some truly amazing design teams.
With a proven track record working on projects that have generated over £100M+ for brands and inspired customers & communities worldwide. I enjoy mentoring designers and tackling complex user and business needs. I am passionate about improving design craft and creating beautiful & impactful design.
🎙️ My Journey Unplugged
Join me as I share my professional journey, experiences, and insights in this engaging podcast that brings my CV to life!
Experience
Gymshark 6+ years
Product Design Lead
Aug 2022 – Present
As Product Design Lead, I oversee the end-to-end design strategy for Gymshark’s Confidence to Buy Shop experiences. I lead the design team, ensuring they have the tools, support, and insight needed to deliver high-quality, user-focused experiences that align with business goals and KPIs.
My responsibilities span cross-functional collaboration with product, engineering, marketing, and insight teams to tackle core user problems, validate ideas through research, and deliver consistent, scalable solutions across platforms. I ensure all output aligns with our sprint cycles, product timelines, and the broader design vision, while advocating for innovation and continuous improvement within our design practice.
Senior Product Designer
Aug 2019 – Aug 2022
As a Senior Designer, I was hands-on in designing and optimising key digital experiences—including the e-commerce platform, campaign pages, and CRM. I partnered closely with product managers and researchers to translate business objectives and user insights into impactful design solutions.
My core focus was on refining core shopping journeys, leading design workshops, prototyping, testing concepts, and working closely with developers to bring designs to life. These efforts directly contributed to increased conversion rates and improved customer satisfaction, while staying true to the brand. I also helped lead the Headless project in which we moved a lot of our front-end infrastructure away from Shopify and in doing so we took that as an opportunity to improve a lot of the core UX fundamentals of our website.
I also mentored junior designers and helped shape design standards and team processes, supporting the growth of our design culture.
Virgin Media 4+ years​​​​​​​​​​​​​​
Design Lead, Existing Customer
2017 - 2019
As Design Lead, I managed a multidisciplinary team of over 12 UX designers, UI designers, and copywriters focused on improving post-purchase (Existing Customer) digital experiences. I was responsible for establishing and maintaining our design systems, pattern libraries, and ensuring all work aligned with brand guidelines and principles. I played a key role in mentoring and hiring team members, supporting their growth and development.
Beyond team leadership, I worked closely with other departments across the business to embed UX best practices, promote accessibility (AA) compliance, and advocate for the design thinking process. I regularly ran workshops and knowledge-sharing sessions to help raise design maturity and awareness of modern tools and industry trends. This role also required close alignment with the Brand team to ensure consistency across all Virgin Media products and customer journeys, both pre and post-purchase.
Senior UX/UI Designer, New Customer Team
2016 - 2017
As a Senior UX/UI Designer in the New Customer team, my focus was on conversion rate optimisation and improving acquisition journeys. I worked directly with key stakeholders to identify pain points, design new experiences, and test CRO-led solutions that enhanced user experience and met business goals.
I collaborated with Analytics, Research, and A/B Testing teams to gather insights, engage with users, and validate design decisions. This user-centric approach helped deliver measurable improvements to conversion and engagement. I also worked closely with Engineering to define CMS requirements and document over 25 new components for our Design System. During this period, I led the redesign of more than 30 core journeys across TV, Broadband and Mobile, all contributing to around 30M in incremental value to the business as measured through A/B testing and performance metrics.
Digital Designer, Trading Team
2015 - 2016
In my first role at Virgin Media, I joined the Digital Studio Trading Team where I supported the fast-paced delivery of marketing and brand campaigns across the website. I produced high-quality landing pages, product and pricing updates, and content imagery for new TV offerings.
Working closely with the Head of Studio, I contributed to the creation of design templates and processes that streamlined content production. I also liaised with content partners such as Netflix, Disney, and Sky to ensure brand consistency and helped communicate our digital-first requirements to external agencies including RAPP and BBH.
Reflection Marketing 5+ years
Graphic Designer
2010 - 2015
I worked for Reflection Marketing for over 5 years, starting at the agency in 2010 as a Junior Designer I was privileged to have been mentored by a Creative Director with over 20 years of experience in the industry. Working my way up to Mid-Weight Designer I worked to tight deadlines and set budgets it was often my job to work within these restraints to come up with the best possible design solutions for each client. 
Adapting and reacting extremely quickly was often challenging but also very rewarding to see the reaction when new projects were launched to large audiences across multiple channels. I worked on multiple projects from Branding, Web Design, Print Design, and POS designs for clients such as – Volkswagen, ŠKODA, Citroën, Hyundai, Oxford University, Bunge, Climate Change Capital, Project Resource, NHS, YMCA, and Staples to name just a few. 
During my time at the agency, I was also involved in many client pitches and meetings and communicated key design elements and journeys.
Certificates
Designing for Digital Accessibility & Native Apps
Intopia
Being a UX Leader
Nielsen Norman Group
Diploma in the Art & Science of Neuro Linguistic Programming
INLPTA - International NLP Trainers Association
Unconscious Bias Training
Gymshark
SOFT Skills
Problem-solving
Identifying and solving complex design problems, and being able to clearly articulate the thought process and reasoning behind design decisions.
Collaboration
Working closely with cross-functional teams, including developers, project managers, and business stakeholders, to ensure that the product meets the needs of all stakeholders.
Communication
Effectively communicating design concepts and ideas to both technical and non-technical audiences through various mediums such as presentations, wireframes, and prototypes.
AGILE Sprint Processes (SCRUM)
Working within an agile development process, including participating in, T-shirt sizing, Refinements, Sprint planning, Retros and Daily stand-up ceremonies.
Team Leadership & People Management
Leading and managing a team of designers, providing guidance, feedback, and support as needed.
Mentorship
Providing guidance and mentorship to junior designers and helping them develop their skills and careers.
Stakeholder Management
Communicating with and managing the expectations of stakeholders, including business owners, executives, and customers.
Industry Knowledge
Staying up to date with industry trends and best practices, and being able to apply this knowledge to product design decisions.
HARD Skills
3D Design
Creating interactive 3D experiences including Scene building, 3D modelling, Animation, Texture mapping and Gamification.
Prototyping
Using tools like InVision, Figma, or Adobe XD to create high-fidelity prototypes that accurately represent the final product.
User Research
Conducting user interviews, surveys, usability testing, and other research methods to understand user needs and behaviours.
UX/UI Design
Creating user flows, wireframes, and prototypes to define the user experience and ensure that the product is intuitive and user-friendly. Creating visually appealing and functional user interfaces that meet user and business needs.
Information Architecture (IA)
Organising and structuring content in a logical and intuitive way to improve user experience and navigation.
Accessible Design
Experience making sure that a product is accessible and meets the needs of users with disabilities and adheres to AA WCAG standards.
Responsive Design
Creating designs that are responsive and adapt to different screen sizes and devices including, Mobile, Desktop, Apple Watch and POS screens.
Branding, Print & Physical OOH
Experience designing for physical and digital across channels, from billboards to full re-brands.
Graphic Design Foundations
Typography, Scale, Space, Hierarchy, Composition
↑Back to Top