Lead Product Design practitioner and leader with 18 years in SaaS-aligned B2B and B2C platforms and environments, driving scalable design systems and leading high-performing teams in Agile settings across diverse industries, including fashion, technology, and commerce. Data-driven and results oriented, I specialise in strategic thinking, UX/UI design, research, and storytelling, ensuring all designs meet accessibility standards. With a proven track record of leading and mentoring cross-functional teams, I drive innovation while aligning with organisational goals.

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For the past 10 years at Dyson, I have led a team that transforms my concepts into fully developed omni channel campaigns spanning websites, advertising, social media, CRM, and TV. My focus has been on customer retention and creating a seamless offline-to-online experience, bridging the gap between physical and digital interactions across web and app platforms to deliver a unified and frictionless customer journey.
 
Passionate about crafting meaningful and user-centric experiences, I thrive on solving complex challenges through design, data, and innovation. I am committed to driving excellence, fostering collaboration, and continuously pushing the boundaries of experience design to create impactful solutions that enhance engagement and business growth.