Creative and design leader building distinctive brands, strong teams and commercially effective work.

Current Role

I’m Head of Creative & User Experience Design at Days of Your Life Group. I joined as part of a specialist team helping transform a predominantly retail-led business into a digitally-led ecommerce group. Since then the business has expanded from one brand to six, each with its own audience, proposition and customer journey, while shifting from 70% physical retail to 70% digital.

I partner with the CEO and directors to translate commercial priorities into creative direction. My role spans brand development, campaigns, ecommerce, CRM, social, packaging and video. I lead creative across the portfolio while remaining closely involved in the work — shaping concepts, setting visual direction and ensuring each brand has a clear and distinctive identity.

The breadth of the role means moving between brand strategy, campaign concepts, ecommerce design, CRM performance and retail creative for partners including Primark, Boots and Next. I built and manage the in-house creative team, working with freelancers and external partners to take ideas from brief and concept through to finished work. I’ve also introduced AI tools such as Adobe Firefly into production, extending illustration styles and speeding up retouching.

What I enjoy most is building brands and bringing their ideas to life across every touchpoint. Good creative needs a clear point of view, thoughtful execution and a strong connection to the needs of both the customer and the business.

Work from this role is under NDA, so it isn’t shown on this site. I’m happy to talk it through in detail at interview.

How I Work

I believe good creative starts with understanding what a business is trying to achieve, who it needs to reach and what makes it different.

Strong brands are built through more than individual campaigns or visual identities. They need a clear idea, a recognisable character and consistency across the places customers encounter them — from marketing and ecommerce to CRM, packaging and physical retail.

My approach is both strategic and practical. I enjoy setting creative direction, developing ideas and working with people to bring them to life — from the first concept and visual treatment through to production and final delivery. I care about the detail as much as the bigger picture.

Much of my career has been spent in lean, fast-moving businesses, where I've had to be resourceful, make decisions and move comfortably between leading others and doing the work myself. I'm as comfortable discussing direction with senior stakeholders as I am developing a concept, shaping an identity, guiding production or reviewing creative with a team.

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. I led design across brand and digital products, managed a multidisciplinary team of eight across design, video and content, worked closely with developers and commercial stakeholders, and helped establish visual frameworks and design systems as the business grew.

Earlier in my career I worked across agency, freelance and in-house environments, developing a broad foundation in brand identity, campaign design, digital, packaging, animation and visual communication.

Projects ranged from consumer startups and retail brands to public sector and financial services organisations, including the Invest Southend identity and campaign, which won Best Digital Campaign and Best Responsive Website at the Essex Digital Awards.

Together, these experiences shaped the broad, adaptable approach I bring to creative leadership today — combining strategic thinking, design direction and hands-on delivery.

What I Bring