About me

I am a Design Director/Creative Lead with over 10 years’ success in senior creative services. With a proven track record in, creativity, branding, UX/UI and strategy. I have a diverse portfolio of work, brought together by a shared desire to make the best work I possibly can. For me, ‘best’ isn’t just about making stuff look nice, but instead delivering design that helps to solve problems, tell a story, transform customer experiences and drive progress within our client’s industry. So working across sectors, with clients big and small, I help brands to be at their ‘best’; establishing their enduring foundations, and bringing them to life in a way people can see, hear and feel. I have been a designer working primarily in studio and agency environments in London. I have championed branding at industry events, led multi-disciplined creative team and mentored junior teams.

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Projects

• Benefits of tracking employee healthDesigned and demonstrated a bespoke platform for COVID test and trace application to support the medical team at Tottenham Hotspur Football Club.
• Inspiring knowledge sharingTransform internal knowledge resources into the Chrysalis global inspiration platform. The project organisational objectives were to share best practice, product and consumer analytics, research, news, trends, launch events and power cross-team collaboration.
• Devouring an £190 million biscuit categoryConsumer research identified a ‘£190m untapped accessible premium’ biscuit category opportunity’ for Border Biscuit. This insight was the basis for a national campaign to enable the brand to gain traction outside of Scotland. The trade campaign had the confidence to be bold, simple and impactful, which is crucial for premium accessible brands within a fast-moving retail space. Focusing on colourful palettes of pink, yellow, red, and orange, we aimed to ensure each biscuit variant could be recog
• Sharpening social contentWorking with Edgewell Personal Care, we were tasked with generating cut through content, activation campaigns, design creation, social management and paid media spend for male grooming brand Wilkinson Sword, female brand Intuition and sun care brand Hawaiian Tropic.
• Showcasing expertise in a crowded marketplaceThe Kenco brand is widely recognised and trusted by the trade sector. The focus of their new trade campaign was to re-establish the brand’s rich history, passion and coffee expertise, helping to further boost value and volume growth across the sector.
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  More than just a crispWe needed to bring Walkers ‘Perfect Outlet’ to life in a way which enabled operators in each sector to easily understand how they can maximise the sales opportunity afforded by crisps, through best practice ranging and execution. We needed to consider an over-arching creative hook to support a click bait campaign.

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Work history

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Freelance Creative / Design DirectorFreelance
Jul 2020London, United KingdomFreelance
In partnership with talented client teams, I have created brand stories and systems that engage, inform and inspire. My purpose is to generate ideas that have cultural currency, get people talking and create commercial value for my clients and their customers. Have grown a diverse portfolio of clients including: Wickes, Foxy Bingo, Hobgoblin, Unilever, Clarion Communications, St Pancras, Wilkinson Sword, Aldi, L'or, Border Biscuits, GuarantCo, Hills Pet Nutrition, GSK, Omne, Ralph Lauren, CodeGen, Shipyard, Hitachi and many more • Inspired clients to be brave and relevant in challenging times • Successfully collaborated with strategists, writers, creatives and senior stakeholders • Added creativity at every step of the design process, while working to client budgets and timelines • Passionate about pixel perfect design and staying abreast of design trends • Consistently delivered design that exceeded client expectations
Design DirectorProfusion
Mar 2018 - Jul 2019Old St, London, UKFull Time
Headhunted to build a design agency within a data driven marketing agency. Managed a core team over 18 months – strategically rebranding the organisation and delivering on a new commercital strategy. Successfully executed a growing portfolio of client work from HSBC and Rolls-Royce to Coty and Feefo. Under my leadership, the business stepped up its ability to think almost mobile first and moved to an agile sprint workflow. Achievements • Combined creative and commercial priorities to help brands stand out in crowded markets • Presented creative concepts with confidence and credibility, and with a compelling business rationale • Managed joint projects with multiple agencies (Saatchi & Saatchi, TMW and Jaywing) • Key member of commercial team driving new business strategy • Implemented agile sprint workflow alongside UX/UI research • Enabled an organisational shift to a talent-based culture with a fail fast approach • Brand guardian, ensuring correct implementation of client and internal brands • Designed successful win-back campaigns (£13.16 million revenue generated after the fifth month for Kingfisher group) • Grew scope of client projects through UX research and strategy workshops • Effectively identified, managed and resolved project risks • Donated skills and experience to social enterprise clients to help them in acquisition, engagement and retention of donors/customers. Key client projects COTY / Transforming knowledge sharing (subject to NDA) Transformation of internal knowledge resources into Chrysalis global inspiration platform. Project objectives included: share best practice, product and consumer analytics, research, news, trends, launch events and increase global cross-team collaboration. Rolls-Royce / Smarter customer targeting (subject to NDA) Creation of sales and servicing dashboard to empower Rolls-Royce car dealerships to smarter target customers. After 3 months, our recommendation platform generated more than a fifth of the opportunities created and over 2.2 million in revenue. TradePoint / Churn model & customer win-back campaign Experimentally designed campaign with multiple incentives to win-back inactive customers (of the past five years). Over £4 million revenue generated from previously inactive customers after the first month. £13.16 million generated after the fifth month. HSBC / Digitally transforming customer journeys Designed global transformation projects for both HSBC CMB and RBWM including: ThriveHub – content driven editorial hub to promote financial news, trends and events to fintechs, developers and corporations Power of Attorney (POA) & Child Trust Fund (CTF) – digitally transformed POA and CTF application process, resulting in greater accessibility, adoption and dramatically reducing the completion time from months to weeks Premier application journey – UX design transformed customer application experience. Resulted in a 16% uplift in successful application and a significant reduction in abandoned journeys

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Skills

• Branding Design
• Graphic Design
• UI Design
• UX Design
• Design Strategy
• Marketing
• Design
• Presentation Design
• Visualisation
• Publishing Design

Education

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BA Combined Honours DegreeLiverpool University
Jun 1995Liverpool, United Kingdom
Fine Art & Psychology, BA Combined Honours Degree 2:1 class (with honours)