EXPERIENCE

Design leadership across product and platform.

Imperial Brands

Digital Design & Systems Lead

2022 – 2026

Architected, deployed, and governed a multi-brand, token-driven enterprise design system from scratch using Tokens Studio and Style Dictionary across web and mobile platforms.

Structured the global token taxonomy (Global, Semantic, Component) to enable seamless multi-theme switching, reducing brand-refresh engineering effort by ~70%.
Drove systemic enterprise adoption to 85%+ across cross-functional product squads, cutting product feature rollout cycles from 6 months down to 3.
Built and scaled the central Design Operations and governance framework—defining federated contribution workflows, SemVer versioning, and automated Storybook/ZeroHeight documentation to ensure absolute code parity.
Utilized AI-assisted coding workflows (Cursor, Claude, Vercel) to prototype complex components directly in code, validating technical feasibility, performance, and WCAG 2.1 AA compliance prior to handoff.

Auto Trader UK

Experience Design Lead

2020 – 2021

Standardized interaction patterns, grid systems, and component logic across core transactional funnels, removing UI fragmentation across web and mobile platforms.

Led discovery for the Digital Retailing offer as strategist, reframing complex automotive transactional flows into intuitive, trust-building experiences.
Grounded systemic UX optimizations in behavioral research across 5,000 surveyed users, increasing digital car-buying appeal from 61% to 72% and lifting conversion funnel clicks by 34%.
Managed 3 product designers directly and led 7 others across squads as line manager & mentor, establishing assessment frameworks, OKRs, and accessibility standards (WCAG).

Booking.com

Lead Designer

2018 – 2020

Led end-to-end experience design and component pattern optimization across high-traffic global checkout and payment flows.

Grounded core user journeys in behavioral research and continuous A/B testing, resulting in system-level improvements that lifted option selection by 82%, cut drop-off by 68%, and increased payment conversion by 11%.
Partnered with central platform teams to scale reusable UI component adoption across distributed global feature teams.
Influenced executive stakeholders on strategic design initiatives spanning design system integration, onboarding tooling, and recruitment strategies.

Intuit France

Principal Product Designer

2017 – 2018

Led cross-functional design studios translating complex regulatory compliance, anti-fraud, and financial rules into frictionless, consumer-friendly B2B digital products.

Earlier experience

Lead UX Designer, IMS Health · Senior UX/UI Designer, Cegedim Group (life sciences) · Independent Designer, freelance (~8 years)

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KNOWLEDGE & SKILLS

Creative, collaborative and efficient

I design and lead across UK + European contexts — turning complexity into outcomes, and outcomes into repeatable systems teams can scale.

How I work

The Federator — Influential (I)

Empathic
Discerning
Sociable

Influence

Build relationships · Lead · Rally & unite

Think

Anticipate obstacles · Shape vision · Innovate

Feel

Share enthusiasm · Move with pace · Handle pressure

Independently assessed across 20 behavioural traits · 2026

Key skills & system capabilities

Design Systems Architecture

Multi-Brand Token ArchitectureGlobal / Semantic / Component taxonomyComponent LibrariesUI Foundations

Operations & Governance

Federated Contribution ModelsSemVer VersioningStorybook & ZeroHeight DocumentationDesignOps

Design-to-Code Pipelines

Tokens StudioStyle DictionaryFigma Variables & Auto-LayoutJSON / SCSS / CSS

AI Code Prototyping & Engineering

CursorVercelClaudeReactFront-End Engineering Parity (BSc Computer Science)

Enterprise Execution

WCAG 2.1 AA AccessibilityConversion Rate Optimization (CRO)Behavioral PsychologyCross-Functional Leadership

Outcomes

Turned ambiguous, multi-stakeholder problems into shippable roadmaps — aligning product, engineering, commercial, and legal around one clear customer outcome.
Built and scaled design capability (process, tools, and people) so teams deliver consistently — not just when a single lead is in the room.
Shifted critique and research from “opinions” to evidence — so decisions are justified, measurable, and repeatable across squads.
Designed for trust and compliance in European markets — balancing regulation, brand governance, and real user behaviour in high-stakes flows.
Reduced rework by front-loading clarity: shared language, design systems, and constraints that engineers can build from without translation debt.

Languages

EnglishNative / Fluent

FrenchNative / Fluent

SpanishBasic