Current Focus: Leading the end-to-end UX and acquisition strategy for High-Velocity Growth within the Broadband vertical.

► Commercial Impact: Defining the product roadmap and optimisation cycles to achieve 51k net-adds by EOY 2026.

► Scale: Architecting acquisition journeys for a 3M+ member ecosystem, balancing complex technical APIs with a "simplicity-first" design approach.

► Strategy: Successfully transitioned the product from PoC to commercial launch; currently synthesising post-launch data with AI-augmented research.

Strategic Focus: Scaling Design Operations and creator-centric growth for the world’s leading commercial music licencing platform.

► Design Systems: Architected and launched the first central Figma library (Tokens/Variables), reducing UI debt and improving engineering velocity by 30%.

► Monetisation: Led UX/UI for core music licencing and checkout flows, simplifying complex copyright logic into a high-conversion experience for global creators.

► Process: Facilitated ICE-framework workshops to align design iterations with quarterly commercial growth targets and product roadmaps.

Strategic Focus: Optimising the marketplace experience for hybrid-work and office-space solutions.

► Service Design: Iterated on host and customer lifecycles, significantly reducing support volume through proactive UX friction reduction and clearer information architecture.

► Engineering Alignment: Partnered with dev teams to synchronise Figma assets with Storybook components, establishing a "Single Source of Truth" for the UI.

► Agile Iteration: Conducted rapid prototyping and user testing to adapt search and booking features to shifting post-pandemic workplace trends.

Strategic Focus: Leading the digital transformation of a global B2B fashion wholesale platform through the implementation of rigorous design systems.

► System Architecture: Guided the design and tech teams through the audit, planning, and adoption of a central UI component library and style guide.

► High-Fidelity Execution: Transformed mid-fidelity concepts into pixel-perfect, developer-ready designs, ensuring rapid and accurate engineering delivery.

► User-Centred Design: Conducted end-to-end UX research, including persona development and user scenarios, to validate wireframes and interactive prototypes.

Strategic Focus: Managing the digital prestige of a 150-year-old luxury brand across mobile apps, in-store networks, and editorial platforms.

► Product Leadership: Acted as creative lead for the Harrods app, overseeing UI design and the management of a bespoke design system to drive engagement.

► Iterative Innovation: Partnered with engineers and delivery managers to roll out new features, using consumer insights and user testing to constantly iterate the UX.

► Workflow Optimisation: Introduced new design tools and workflows to improve output efficiency across digital, motion graphics, and social media teams.