I’m a global design leader combining creative direction with UX strategy to shape brand and product experiences. I don’t just design, I build the teams that deliver.

Sage

Director, Senior Creative Director of User Experience - Global Lead

Sage is a FTSE 100 company valued at approximately £12 billion, and a global leader in SaaS business management solutions, supporting millions of small and medium-sized businesses worldwide with tools to manage their finances, operations, and people.

At Sage, I led the global digital transformation of design and creative across Brand, Product, and Marketing, scaling the team from 3 to over 40 and unifying design practices company-wide. My leadership delivered a comprehensive Global Design System, overhauled 33 websites and 6,500+ content pages, and drove a 255.5% year-over-year increase in site conversion.

Delivered

  • Global Design System (Brand, Product, Marketing)

  • 33 Global Websites

  • Master Site UX

  • Upgraded 6500 Content Pages

  • New Content (Photography, Video, Illustration)

  • Unified Company Wide Design & Creative (Advertising, Product, Marketing)

  • Team Growth

  • Company Wide Design Stand Ups

  • Created New Illustration department

  • Creative Campaigns

  • Shopping & Checkout Funnel

  • CRM Email Funnel

  • Secured budget for creative development

Key Metrics

  • Double-digit growth in all conversion KPIs.

  • Site conversion +255.5% YOY post design system.

  • Product tour contributed 2.6% of pipeline (~£49.5 m)

  • Grew team from 3 to 40

Digital illustration of a man holding a phone and shopping bags next to a smartphone displaying a financial app with dashboard, income, expenses, and money owed to user.
Computer screen displaying a business website for small businesses, with various digital design layouts for web pages surrounding it.
Illustration of a smiling man holding a sheet of paper with graphs, surrounded by colorful icons such as check marks, envelopes, plus signs, and magnifying glasses, on a gradient blue background.
A film or photography studio with green screen backdrop, studio lights, microphones, and a small yellow race car on a platform.

Travel Supermarket

Head of Creative and UX - Product Design Director & Creative Director

TravelSupermarket is part of Moneysupermarket Group plc, a FTSE 250 company valued at approximately £1.2 billion, and a leading UK travel comparison site helping millions of users find the best deals on holidays, flights, and travel insurance.

At TravelSupermarket, I led the end-to-end digital and brand transformation across Creative, UX, and Product, scaling the team from 1 to over 20 and establishing new departments to drive innovation. My leadership delivered a full brand overhaul, a comprehensive Design System, and a rebuilt website including 12,000 SEO pages and a new native mobile app. These initiatives more than doubled site traffic, quadrupled customer value, and significantly improved conversion across all digital sales channels.

Delivered

  • Brand Overhaul

  • Design System

  • Digital Transformation

  • Website

  • 12,000 SEO Pages

  • CRM Booking Tool

  • CRM Emails

  • Future Product Concepts

  • SEO Creative Campaigns

  • Marketing Campaigns

  • Video Content

  • Pitches to raise £5mil Capex budget

  • Native Mobile App

  • Team Growth

  • 2 New Departments (Product & App)

Key Metrics

  • Doubled site traffic 2.4m → 4.8m

  • 4X higher value customer

  • Higher value advertising spend

  • Improved conversion across all sales channels

  • Grew team from 1 to 20

Hand holding a yellow smartphone with a colorful app screen against an orange background.
A woman with long dark hair relaxing on a blue pillow and using a tablet device to search for travel options, with a tropical beach scene on the screen.
A hand holding a tablet computer showing a map and flight options over Europe, with a background of an orange map highlighting Europe and flight routes originating from the United Kingdom.
Sunset over the ocean with a few people walking along the beach, colorful clouds in the sky and gentle waves approaching the shore.