A highly creative,
motivated & experienced 
Product Design Lead.
I'm a design leader with over 16 years of experience creating digital products, services, and experiences for some of the world's most recognised brands. Throughout my career, I've combined creativity, strategy, and customer-centred thinking to deliver work that not only looks great but drives meaningful business results.
I thrive at the intersection of design, technology, and innovation, helping organisations solve complex challenges through thoughtful, impactful design. Whether leading large-scale digital transformations, shaping product strategy, or refining the details of a customer journey, I'm passionate about creating experiences that feel effortless, engaging, and genuinely valuable to the people who use them.
Over the years, I've had the opportunity to lead talented multidisciplinary design teams and contribute to projects that have generated more than £100 million in value for brands. My experience spans everything from product design and UX strategy to design systems, service design, and team leadership, giving me a broad perspective on how great design can influence both business performance and customer satisfaction.
Beyond the work itself, I'm deeply passionate about developing design talent and raising the standard of design craft. I enjoy mentoring designers, building high-performing teams, and creating environments where creativity and collaboration can thrive. Seeing designers grow in confidence, capability, and impact is one of the most rewarding aspects of my career.
At my core, I'm driven by curiosity and a desire to push boundaries. I'm always exploring new ways to solve problems, challenge assumptions, and create experiences that leave a lasting impression. For me, great design is about more than aesthetics; it's about creating meaningful connections between people, products, and brands, delivering value at every touchpoint while inspiring those who experience it.
When I'm not leading teams or shaping products, you'll usually find me exploring emerging technologies, refining design processes, or championing better ways of working that help teams move faster, think bigger, and create work they're proud of.
🎙️ 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 for Gymshark's Confidence to Buy experiences, I help shape how customers evaluate products and make purchasing decisions across the digital experience. My role sits across strategy, execution and leadership, balancing hands-on design work with creating the conditions for teams to do their best work. I partner closely with Product, Engineering, Research and commercial stakeholders to align customer needs with business priorities and ensure we're solving meaningful problems at the right level.
Design Leadership & Craft
A significant part of my role is maintaining and elevating the quality of design across the teams I support. I contribute directly to complex initiatives, helping shape solutions, establish quality benchmarks and bring clarity to ambiguous problems. Just as importantly, I scale that impact through the designers around me, using coaching, critique and collaboration to raise the standard of thinking and execution across multiple workstreams. I view every project as an opportunity not only to solve a customer problem, but also to strengthen the overall design practice.
People & Team Development
I lead and support a team of Product Designers, helping them navigate challenges, develop their skills and grow their confidence as practitioners. This involves providing regular feedback, mentoring through complex work, and creating an environment where designers feel empowered to take ownership. Much of my impact comes through enabling others to succeed, ensuring the team has the context, support and direction needed to deliver their best work.
Experience Strategy & Journey Thinking
My focus extends beyond individual features or pages to the broader customer experience. I work across products and touchpoints to map end-to-end journeys, identify friction, and uncover opportunities that exist between experiences rather than within them. By championing journey-level thinking and customer jobs-to-be-done, I help teams move away from solving isolated problems and towards creating more connected, cohesive experiences that deliver value across the entire customer lifecycle.
Product Strategy & Cross-Functional Collaboration
I work closely with product and engineering leadership to help define priorities, shape roadmaps and align teams around desired outcomes. Through discovery, experimentation and research synthesis, I help frame opportunities, challenge assumptions and ensure product decisions are grounded in both customer insight and business context. A key part of the role is bringing clarity to complex problem spaces and helping teams make informed decisions with confidence.
Design Practice & Ways of Working
Alongside product delivery, I contribute to the growth and maturity of the wider design organisation. This includes improving how design work is documented, communicated and shared, helping establish scalable frameworks and encouraging stronger design thinking across teams. I'm passionate about creating systems, tools and processes that make high-quality design easier to achieve, whether through better documentation, improved collaboration models or more effective ways of sharing knowledge and learning across the organisation.
Impact
At its core, my role is about extending the influence of design beyond individual outputs. Whether through shaping strategy, mapping journeys, mentoring designers, improving ways of working or contributing directly to high-impact projects, I'm focused on raising the quality of both the products we create and the teams that create them.
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
2017 - 2019
Design Leadership & Team Development
As Design Lead for Virgin Media's Existing Customer (post-purchase) experiences, I led a multidisciplinary team of more than 12 UX designers, UI designers, UX writers, and content specialists responsible for delivering customer experiences across web, app, and TV platforms. Alongside setting the strategic direction for the team, I played a key role in hiring, mentoring, and coaching designers and writers, helping individuals develop their craft while fostering a collaborative, high-performing design culture.
I also established stronger ways of working between design and content teams, introducing new processes for UX writing, copy testing, and experimentation. This ensured experiences consistently balanced brand tone of voice with customer-centred language that improved understanding, engagement, and conversion.
Design Systems, Brand & Experience Consistency
A core part of my role was ensuring consistency across Virgin Media's digital ecosystem. I owned the evolution and governance of our design systems, pattern libraries, and accessibility standards, ensuring all experiences aligned with brand principles while meeting AA accessibility requirements.
Working closely with senior leaders in the Brand team, I helped shape Virgin Media's new brand guidelines and translated these into scalable digital components and frameworks. This work ensured a consistent customer experience across multiple touchpoints, including websites, mobile apps, TV interfaces, retail environments, and point-of-sale experiences.
I also led the modernisation of the Virgin Mobile experience, aligning legacy customer journeys and communications with the wider design language and Global Design System already established across broadband and TV products.
Cross-Functional Leadership & Design Advocacy
Beyond managing the design function, I partnered with teams across the business to embed UX best practices and champion user-centred design. I regularly facilitated workshops, knowledge-sharing sessions, and design thinking activities that increased design maturity across product, technology, marketing, and commercial teams.
By promoting accessibility, inclusive design, and modern design methodologies, I helped establish stronger collaboration between disciplines and improve understanding of the value design could bring throughout the product lifecycle.
Product, Platform & Hardware Experience Design
My responsibilities extended beyond traditional digital products, working closely with hardware teams to ensure new routers, TV boxes, and connected devices delivered experiences that felt unmistakably Virgin Media. By applying customer insights and UX learnings from across the portfolio, I helped shape how software and hardware worked together to create seamless, customer-centric experiences.
I also led the development of Virgin Media's personalisation approach, creating reusable component frameworks and experience patterns that enabled teams to deliver tailored customer experiences while maintaining consistency across websites, apps, and TV platforms.
Operational Excellence & Scalable Delivery
To support a growing portfolio of customer experiences, I introduced new content and delivery processes that improved efficiency and consistency across teams. This included redesigning content population workflows for web and app platforms, ensuring monthly TV content updates were delivered accurately, on time, and with the necessary third-party approvals in place.
These improvements enabled teams to move faster, reduce operational overhead, and focus more on solving customer problems rather than managing delivery complexity.
Agency & Stakeholder Collaboration
I worked closely with leading external agencies including BBH, OMD, and DDB to bring major campaigns and initiatives to life across Virgin Media's digital estate. Partnering with stakeholders across Brand, Marketing, Product, Technology, and Commercial teams, I ensured campaign executions balanced customer needs, business objectives, and brand consistency across every customer touchpoint.
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
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