EXPERIENCE

Design leadership across product and platform.

Imperial Brands

Full-time · Jan 2022 – Jun 2026 · Bristol, United Kingdom

Digital Design Lead

Jan 2022 – Jun 2026 · 4 yrs and 5 months

Hybrid

Led and coached a small interdisciplinary design team while staying hands-on on the highest-impact work; set the craft bar, the critique culture and design governance.

Architected an enterprise token-driven, multi-brand, white-label design system (components, templates, tokens), with AA accessibility considered at the framework level — reducing brand-refresh engineering by ~70% and cutting implementation from two quarters to three months.
Built the in-house design function and defined the ways of working across the team and external design partners.
Established design processes, tooling and governance within a SAFe / Program-Increment model, aligning design activity to the roadmap with delivery managers, product owners and engineers.
Led interdisciplinary teams through research and design to deliver work that materially impacts partners and customers, supporting localization across multiple markets.

Auto Trader UK

Full-time · Sep 2020 – Dec 2021 · United Kingdom

Experience Design Lead

Sep 2020 – Dec 2021 · 1 yr and 3 months

Led discovery for the new Digital Retailing offer, reframing it from a transaction problem to a trust problem and defining the pain points and gains for both retailers and customers.

Grew consumer appeal for digital car-buying from 61% to 72% across 5,000 respondents, and lifted clicks on the 'Deal Builder' CTA into the Digital Retailing flow by 34%.
Defined OKR/KPI metrics with product leaders, increasing visibility of UX/CX contribution to acquisition, retention, active usage and conversion.
Line-managed 3 product designers directly and led 7 others; defined the hiring bar and assessment framework used to recruit at Principal level.
Delivered designs and specifications across the funnel — Part-Exchange, Finance and Reservation — and shipped the Digital Retailing MVP, piloted across Auto Trader retailers.

Skills: Product Strategy, Web Design, and +8 skills

Booking.com

Full-time · 2018 – 2020 · United Kingdom

Experience Design Lead

2018 – 2020

Led design across a transaction-critical product line — ground transport — covering the full customer journey from search through checkout, payments, and post-booking.

Managed 3 product designers; collaborated with C-level stakeholders on design system strategy, tooling, onboarding, and recruitment pipeline.
Data-driven experimentation culture: used behavioural data and A/B testing to drive product decisions; influenced prioritisation of epics and backlog refinement alongside product and engineering leads.
Contributed to Booking.com's global design system and internal onboarding programmes — scaling design quality and consistency at platform scale.
Redesigned the ground-transport checkout flow: taxi-page option selection +82%, exit-page drop-off -68%, and overall payment conversion +11%.

Skills: Product Strategy, Web Design, and +8 skills

Featured project: Booking.com One Million — social wall campaign.

Intuit / QuickBooks France

Full-time · 2017 – 2018

Principal Product Designer

2017 – 2018

Fintech-native product work: designed core financial workflows including invoicing, expense management, VAT compliance, Making Tax Digital (HMRC), and VAT anti-fraud regulation.

Led cross-functional design studios combining field research, behavioural data, and rapid prototyping to validate assumptions and ship solutions that helped small businesses manage their finances.
Delivered localised product experiences for French and UK markets within regulatory frameworks — developing strong instincts for designing in regulated, financially sensitive environments.
Ran rapid experimentation cycles (fail-fast, lean UX) to test and iterate on invoicing, tax, and financial reporting experiences — measurably reducing friction and improving completion rates.
Automated company setup via public APIs cut churn 23% and time-to-first-invoice 64%.

Skills: Product Strategy, UX Research, and +8 skills

IMS Health

Full-time · Apr 2015 – Apr 2017

Lead UX Designer

Apr 2015 – Apr 2017 · 2 yrs

Led UX for enterprise B2B software and data products at a life-sciences technology group whose customers were pharmaceutical companies — regulated, data-dense, workflow-heavy tools for expert users. Where the instinct to make genuinely complicated things feel simple, without dumbing them down, was forged. Followed Cegedim's health division being acquired into IMS Health — same team, same site — capping a progression from web and UI craft into senior UX and design leadership.

Cegedim

Full-time · Jun 2011 – Apr 2015

Senior UX/UI Designer

Jun 2011 – Apr 2015 · 3 yrs and 10 months

Senior UX/UI designer for enterprise B2B software and data products serving the life-sciences and pharmaceutical sector — dense, information-heavy interfaces for professional users. Grew from hands-on UI and web craft into end-to-end UX on complex data products — the foundation for the Lead UX role after the division moved into IMS Health in 2015.

Show all

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

Core skills

Product Design (end-to-end)Interaction DesignDesign SystemsNative Mobile (iOS / Android)Accessibility & Inclusive DesignUser ResearchUsability TestingPrototypingFigmaFront-end (HTML/CSS/JS)Git/GitHubExperimentation & Product AnalyticsTeam Leadership (coaching & mentoring)FintechRegulated IndustriesHuman-in-the-loop AI

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