I am a creative leader with a proven track record of shaping high-performing teams and delivering transformative brand experiences across global clients, including Coats. I specialise in developing human-centred design systems that simplify complexity, inspire trust, and drive tangible marketing and business outcomes. My work helps brands grow in dynamic markets, strengthen engagement, and enhance customer and stakeholder experiences.
I bring experience with world-leading brands such as British Business Bank,Coats, Hasbro (Transformers, My Little Pony, Play-Doh, Monopoly, Nerf and Furby), Mattel (HotWheels, Barbie, Fisher-Price) Lego, Disney (Star Wars and Marvel), GSK, Boots, Coca-Cola, BMW, Virgin Media, and PepsiCo, combining strategic insight with imaginative thinking to craft cohesive brand ecosystems across digital, print, motion, and experiential touch points. My expertise spans UX/UI design, omni-channel brand expression, and scalable, future-ready creative solutions.
As a leader, I am committed to nurturing talent, fostering collaboration, and empowering teams to excel. I guide multidisciplinary teams with clear vision, encourage experimentation, and elevate creative standards, ensuring creativity drives both brand impact and commercial success.
Known for building strong relationships and aligning ideas with broader business objectives, I bring clarity, innovation, and forward-thinking leadership to every project - delivering meaningful, lasting impact across all global industries.
AWARDS & ACHIEVEMENTS
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CIM Diploma (2019) – Professional & Digital Advertising Marketing
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Adobe Certified (2020) – Advanced proficiency in InDesign, Photoshop, Illustrator, Acrobat PDF, Bridge, Premiere Pro & After Effects
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Adobe Certified (2023) – Advanced expertise in UX and UI design
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Adobe Certified (2024) – Advanced user in Figma
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POPAI 2018 Awards – Nominated in Entertainment & Leisure for My Little Pony
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POPAI 2018 Awards – Nominated in Innovation for My Little Pony
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POPAI 2017 Awards – Gold for My Little Pony Brand Activation
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POPAI 2017 Awards – Silver for Play-Doh Display
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BA 1st Honours In Graphic Design (2005) - Adverting & Marketing
Career Journey
so far...
Creative Director
British Business Bank
April 23 to June 25
As Creative Director at the British Business Bank, I led a major
creative and digital transformation that unified the organisation’s fragmented brand and strengthened its national presence. I spearheaded the Bank’s brand amalgamation project - bringing multiple sub-brands, visual systems, and tones of voice into one cohesive identity and directed the full amalgamation of the Bank’s
web architecture programme to create a unified, user-centred
digital ecosystem.
I applied advanced offline and online expertise to redesign the
Bank’s creative output and to build an intuitive internal asset library, improving accessibility, workflow efficiency, and cross-team collaboration. Alongside this, I delivered the Studio’s annual marketing and operational strategy, optimised processes, and established scalable production, traffic, and resource-management systems that enabled consistent, high-quality creative output.
Through this work, I established a unified brand identity, a
streamlined digital framework, and a modernised creative operation - positioning the British Business Bank with a coherent, future-ready creative foundation.
Creative Director
Coats PLC
May 19 to April 23
As Creative Director at Coats, I led the organisation on a comprehensive creative journey - transforming a brand that once operated with minimal, inconsistent assets into a globally aligned identity worthy of a FTSE 250 company. When I joined, Coats’ creative output lacked a unified look, feel, or tone of voice; assets were fragmented across regions, and there was no cohesive creative framework to support long-term growth.
I spearheaded a large-scale brand transformation, building the modern identity of Coats from the ground up. This included developing enduring foundational assets such as the brand playbook, fully redesigned brand guidelines, and an expansive global asset library that enabled consistency, clarity, and efficiency across all markets. I also established a global creative team capable of delivering high-quality offline and online content, ensuring every touchpoint reflected a cohesive and strategically aligned brand expression.
Through this journey, I embedded a clear and coherent tone of voice, visual language, and creative standard across the organisation - elevating Coats from a fragmented creative landscape to a unified, future-ready global brand with long-lasting creative integrity.
Creative Director
Studio Manager
Oliver
Mar 13 to May 19
As Creative Director and Studio Manager at Oliver Marketing, I led six clients, a team of 36, and 22 simultaneous projects, delivering high-impact creative campaigns across major entertainment brands including Star Wars, Marvel, Trolls, Frozen, and Hasbro franchises. I directed UX/UI design initiatives for client websites, internal asset libraries, and digital touchpoints, creating user-focused, efficient, and visually compelling experiences.
I built and mentored a team of 12 designers, fostering career progression and a collaborative, high-performing studio culture. I managed studio operations including resource allocation, traffic management, and KPI tracking: ensuring seamless delivery and alignment with client and business objectives.
Through strategic leadership, design excellence, and operational oversight, I consistently delivered cohesive multi-channel campaigns, interactive digital experiences, and merchandising solutions, strengthening client engagement and driving creative growth at scale.
Designer
Past Roles
Jul 05 to Present
Creative Designer
Herbalife Europe Limited - March 2012 to March 2013 (Contract)
Creative Designer
Oxfordshire County Council - Nov 2011 to March 2012 (Contract)
Creative Designer
Medicom - Aug 2011 to Sept 2011 (Freelance Work)
Product Specialist
Bestbuy - April 2011 to Nov 2011 (Freelance Work)
Panel Wirer
Bombardier - Oct 2010 to April 2011
Creative Designer
Jupiter Design Ltd - May 2010 to Oct 2010 (Contract)
Creative Designer
Punch Taverns/Greystones - May 2007 to May 2010
Apple
Designer/Business Manager - July 2005 to May 2007 (Internship)
