It’s vital to manoeuvre yourself into doing something you are incredibly passionate about, so that you leave a lasting impact and distinct impression on the brand, your team, and the organisation. You must prove your worth by demonstrating economic sense and ensuring that you create more value than you are given.
My Design Principles
Simplify Complexity - Don’t make the user think.
Cohesive vs Consistent - A good product & brand should flex and not focus on small consistencies.
Create Relationships - Have fun, be honest, and over-deliver on expectations.
Test the smallest thing - Push it to breaking point. Be brave and call out the risks.
Continuous learning - Position yourself into experiences that are just a little ahead of your skill sets.
intropic.io
Head of Design / 2022 - Present
At Intropic, a fast-moving data company providing quantitative conviction scores for index rebalancing, I joined as the founding designer and built design into a core strategic lever. Reporting directly into the CEO and CPO, I set the creative vision across brand, product, and growth, ensuring design sits at the centre of decision-making.
Key Achievements
- Development of the branding strategy.
- Mentoring the design team.
- Building AI Agents to automate workflows.
- Insuring design is at the heart of the OKR’s
- Creating bespoke AI design system and tools.
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Head of Design / 2021 - 2022
Full-remote design, product, and engineering team across the UK and France. I reported directly into the CEO and CPO, I defined the brand and product vision for a 40-person startup aiming to “Bring Land To Life,” transforming fragmented industry data into a clear, user-first digital platform. (formally addland.com)
Key Achievements
- Drove product design and marketing, ensuring consistent innovation.
- Introduced design sprints and rituals to boost collaboration.
- Partnered with investors and leaders to align roadmaps.
- Rebuilt brand presence to improve engagement and positioning.
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autotrader.co.uk
Design Lead / 2013 - 2021
I led product design and brand evolution for one of the UK’s most recognised digital platforms, working with remote teams across Ireland and the US. The role demanded balancing large-scale enterprise delivery with creative innovation in a distributed environment.
Key Achievements
- Creating revenue-building products from scratch.
- Design/Brand direction across all products, print and TV.
- Creative SEO content development (UX/UI).
- Implementing story & journey mapping methods.
- Built the first design components library (Tailwind-Storybook).
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Best Buy
Design Lead / 2009 - 2013
I was fortunate enough to help shape this unique brand, to break the mould and disrupt the Mobile and Electronics industry, and was entrusted with some of the largest projects. Launching Best Buy as a brand and creation of its online store, this came with its fair share of challenges. I had to call upon all my problem-solving experience to make the seemingly impossible, possible. This could only be achieved with excellent teamwork and clear goals.
Key Achievements
- Developing brand & UX/UI strategy.
- Brand evolution across the UK and Europe.
- Co-ordinate and direct several creative agencies.
- Defined and design products collaboratively.
Tag Worldwide
Senior Designer / 2004 - 2009
Tag is a leading international design agency. The company is dedicated to helping clients to create, manage and deliver their brand messages to global customers. WLT brings consistency, efficiency and more than a little flair to complex campaigns.
PBLD Limited
Non-Executive Director / 2021 to Present
Board-level governance and strategic oversight, advising the founders on brand, products and customer acquisition direction.
Bring design thinking and technology leadership perspective to commercial decisions, hiring and growth planning; monthly board meetings alongside full-time roles.
ADPlist.org
Mentor / 2020 to Present - My profile
I wanted to be someone people came to, a true advocate within the design world –not just as a mentor, but for peers, leadership, business, universities and schools.
We all encounter that crossroads at some point, but it's not just people – many businesses and even countries are experiencing this at the moment. These are unprecedented times, and with that comes exciting opportunities.
My Mentoring & Leadership style
Embrace change with confidence – even when it feels uncomfortable.
Stay entrepreneurial and always be learning – focus on continuous improvement.
Share everything – give away your knowledge and experience freely.
Be visible in your industry – let opportunities find you.
Stand out and be different – think of yourself as a product that others want and need.
Founder & President (Event link) / 2018 to Present
I run (bi-monthly) free networking events specifically aimed at Design & Product professionals. What reasons for doing it? There was nothing really out there, so I decided to do it myself - they are not particularly difficult to set up.
I wanted to create a relaxed event to help other professionals meet and connect – a safe forum where people could share their experiences and insights to gain new perspectives on the latest industry trends and innovations whilst broadening their network. I've also found it a good place for recruitment and have managed to place several designers in well suited roles.
The Design & Product Network
Education
King's College London / 2023 - 2026
MSc Global Finance & Banking (part-time)
Oxford Brookes University / 1999-2003
B.A (Hons) Degree in Design (2.1)