Designing clarity in complex systems.
Design leader focused on building scalable web and product systems that balance usability, accessibility, and commercial impact.
I lead digital design across product, marketing, and brand. My work is a mixture of strategy and execution, where systems thinking meets real-world constraints. I’ve built and evolved design systems, led brand transformations, and shaped digital platforms used at scale. I partner closely with product, engineering, SEO, and executive stakeholders to bring clarity to complex ecosystems and ensure design decisions ladder up to business impact.
My background spans ecommerce, SaaS, and service-based platforms. I’ve operated in high-growth environments where speed matters, but I prioritise structure, accessibility, and long-term cohesion over reactive output. I work primarily with beauty, fashion, lifestyle and wellness brands, but also have deep experience in health, legal, and many other industries both B2B and B2C. I’m particularly interested in building foundations that allow teams to move faster without sacrificing craft.
I’m originally from the UK and now based in California, and have been living the west coast life for over a decade. I work best in environments where curiosity, autonomy, and thoughtful critique are valued. I’m particularly interested in systems design, accessibility, and building processes that allow creative teams to scale without losing quality.