About
I’m a Product Design Leader with over 15 years of experience designing and scaling digital products, teams, and organisations. I specialise in helping companies navigate growth and transformation, from launching MVPs in new markets to evolving design teams within complex, domain-driven environments.
Leadership & Experience
Most recently at Prima, I led design across multiple domains and international markets, helping the company scale from a single-country product into a global platform serving the UK, Spain, and Italy. My role extended beyond design delivery into shaping how design operates within domain-driven teams, preserving product thinking, user-centred decision making, and design quality during significant organisational change.
I’ve led initiatives ranging from launching MVP products in new markets to restructuring design organisations and scaling conversion-critical experiences used by millions of customers. I’m particularly experienced in helping teams operate effectively through growth, ambiguity, and organisational transformation.
How I lead design
I believe great design leadership is about creating clarity, aligning teams around shared goals, empowering designers to take ownership, and ensuring design has a meaningful role in product strategy.
I focus on building strong design cultures, maintaining high standards, and creating environments where teams can deliver consistently high-quality outcomes. My approach balances speed and pragmatism with long-term thinking, ensuring products are both effective today and scalable for the future.
My core
At my core, I’m motivated by solving complex problems, supporting designers to grow, and helping organisations build products that deliver real value for both users and the business.