After more than a decade building a successful London-based music and events agency, I transitioned into digital design to apply my commercial mindset to solving complex user and business problems.

I’ve led UX initiatives for enterprise clients across eCommerce, Insurance, Food & Beverage and Charity sectors, delivering products that measurably improve customer outcomes and business performance.

My work demonstrates a consistent ability to drive organisational change through design leadership: building and mentoring high-performing teams, embedding scalable user-centred design practices and aligning outputs to KPIs such as conversion, retention and operational efficiency.

I bring deep expertise in behavioural research, combining robust qualitative and quantitative methods with advanced analytics and experimentation to understand, predict and influence user behaviour. I translate complex insights into clear, strategic recommendations that secure executive buy-in, de-risk investment decisions and directly inform product and commercial strategy.

I’m passionate about the role of inclusive, evidence-led design to create digital products that deliver sustained, measurable value for both users and organisations.