Head of Creative & User Experience Design with fifteen years' experience building brands, digital experiences and customer journeys for consumer businesses.

Current Role

I joined Days of Your Life Group as part of a specialist team helping transform a predominantly retail-led business into a digitally-led ecommerce group. During that time the business expanded from one brand to six, each with its own audience, proposition and customer journey. During that period the business shifted from 70% physical retail to 70% digital.

My role spans brand development, ecommerce, CRM, customer experience, packaging and retail partnerships. One day that might mean shaping the direction of a new brand, the next improving an ecommerce journey, reviewing CRM performance or developing creative for retail partners including Primark, Boots and Next.

What I enjoy most is connecting those different disciplines together. Customers don't experience brands in channels or departments — they experience them as a whole. My role is making sure those touchpoints work together to create something clear, consistent and effective.

How I work

I've always been drawn to the point where creativity, customer experience and commercial reality meet.

My approach is rooted in understanding what makes a brand distinctive and translating that into experiences that customers genuinely connect with. Whether I'm working on brand positioning, ecommerce, CRM, packaging or retail partnerships, the goal is always the same: create work that feels right for the brand and delivers a measurable result.

I don't separate brand, UX and marketing in the way organisations often do. From a customer's perspective they're one experience, and part of my role is making sure those different disciplines work together effectively.

Most of my career has been spent in lean, fast-moving environments where creative teams are expected to think strategically, solve problems and deliver. That's shaped me into a hands-on creative leader who is comfortable moving between long-term brand development, stakeholder management and day-to-day execution.

Earlier

Before joining Days of Your Life Group, I was Lead Designer at Wellspring Digital, a funded startup developing SaaS marketing and e-learning products. There I led UX, brand and product design across multiple platforms, helping establish design processes and shape the user experience as the business scaled.

Earlier in my career I worked across agency, freelance and in-house roles, building experience in brand identity, digital design, ecommerce, packaging, animation and campaign development. Projects ranged from startup launches and consumer brands to public sector and financial services work, including the award-winning Invest Southend brand and campaign.

Those experiences gave me a broad creative foundation and the ability to move comfortably between strategy, creative direction and hands-on delivery.

In Summary

My experience spans brand development, ecommerce, CRM, packaging, retail partnerships and customer experience, but the common thread is helping businesses create stronger brands through thoughtful creative leadership.