I’m an award-winning designer, creative director, consultant, and mother of 3. With nearly 20 years experience I have a deep passion for creating meaningful brand experiences, emotive storytelling and beautiful design craft. I’ve been incredibly lucky during my career, working with exceptional people and collaborating with amazing clients such as Sony Music, PlayStation, BBC, as well as enterprise level clients including the likes of IBM, Maersk, Accenture and Bayer. I love helping brands go to the next level – whether that’s establishing in-house teams, understanding how to set up for cross-functional success, or pivoting from B2C to B2B.
My background is rooted in design craft, specialising in brand creation, evolution and growth, with experience spanning start-ups to global enterprises. I bring a blend of innovative creativity and strategic vision to every project, crafting compelling brands, driving creative direction, and ensuring design integrity across diverse platforms, all while adapting to dynamic market needs and evolving trends.
I passionately combine brand-led strategic thinking with data-driven insights to create creative solutions consistently aligned with both business targets and consumer needs. With experience sitting on senior leadership teams I understand how to help shape business vision, leveraging design as a powerful tool. I ensure brand initiatives, products and services not only resonate with customers but also drive measurable business outcomes.
I believe empathetic leadership is key to creating an environment where teams feel empowered to challenge their own boundaries and redefine what design can achieve. By fostering a culture of trust and collaboration, I inspire creative teams to push their limits, ultimately driving innovation and success. This approach has been proven successful launching global offers and building high-performing cross-functional teams.