As a Digital Design Lead, I specialise in creating visually compelling and highly functional digital experiences that seamlessly extend the brand strategy. With a data-driven approach, I have led and contributed to digital audits and brand alignment workshops that resulted in an increase in brand consistency and boost in user engagement. My experience in UX/UI, branding, and design principles has also contributed to increase in conversion rates for online campaigns.
I thrive in collaborative environments, leading brainstorming sessions while staying hands-on in execution. With experience within the luxury space of e-commerce, I create data-driven digital experiences that enhance brand credibility and contribute towards conversions. Every task is an opportunity to convey digital storytelling and strengthen brand presence through impactful design.
Projects
Projects credited in
- Made for Change - White Stuff Fair-trade VideoMade for Change is an initiative at White Stuff. All the profits from selling tote bags goes to funding education scholarships in India. I worked closely with the Creative Director and DOP to finalise the treatment of the story as well as the whole production of the project.
Work history
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Senior Digital DesignerGHD
London, United KingdomFull Time
Collaborated closely with the Global Head of Studio & Content to design visually compelling assets and content for our global responsive websites, third-party platforms, and social channels.
Working alongside the E-commerce Marketing Manager, I have delivered engaging and consistent content across email, affiliate marketing, re-targeting, social media, and display advertising channels.
• I have created responsive designs that adapt seamlessly across all devices, ensuring a user-centric
experience.
• All digital creative and front-end content I have produced aligns with brand guidelines, accessibility
standards, and best practices.
• As a key stakeholder in the strategic development of innovative digital projects and campaigns, I have contributed to impactful brand initiatives.
• I have supported the design of internal digital communication materials and presentations for the wider business on an ad hoc basis.
• Additionally, I have coached and developed Junior Designers, upskilling and inspiring them to create
market-leading customer experiences.
• I have conducted ongoing competitor analysis across digital marketing channels, monitoring key market
trends to inform design and strategy decisions.
Digital Design LeadUtility Warehouse
- London, United KingdomFull Time
As the Digital Design Lead at Utility Warehouse, I have driven the creative vision and execution of our digital design projects, ensuring innovative and effective solutions that align with business goals. My contributions include:
• Establishing and maintaining a consistent visual identity across all digital platforms.
• Managing the entire design process from concept to final delivery, ensuring projects meet deadlines, resource constraints, and quality expectations.
• Collaborating closely with marketing, development, and product management teams to align design initiatives with broader business objectives.
• Analyzing performance metrics to provide actionable insights, optimizing design strategies for better engagement and effectiveness.
• Utilizing A/B testing and data-driven methodologies to refine design elements and enhance user experience.
• Implementing streamlined workflow structures that improve efficiency from briefing to final approval.
• Designing and updating digital assets for websites, social media, email campaigns, and other digital channels to maintain a strong and engaging brand presence.
• Leading a team of talented designers, fostering a digitally inclusive and creative environment.
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Skills
- Branding
- Corporate Identity
- Print Design
- Art Direction
- Websites
- Typography
- Wayfinding Design
- Brand Design
- Brand Identity
- Logo Design
- Illustrator
- Indesign
- Photoshop
- UI
- UX
- Digital
- Emails
Education
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B.A. Visual CommunicationAAA School of Advertising
- Cape Town, South Africa