Strategic and hands-on Principal UX Product Designer with 10+ years’ experience delivering inclusive, scalable, and impactful digital products for global brands including adidas, BBC, Warner Bros. Discovery, and QVC.

I specialise in building design systems, scaling CRM experiences, and leading cross-functional teams to translate user research into measurable business outcomes — across e-commerce, OTT, and content platforms.

Recent highlights include:
• Scaling the CRM design system for adidas’ adiClub (300M+ members), contributing to over £1B in D2C revenue.
• Designing Olympic streaming apps featured in Apple’s “App of the Day.”
• Leading accessibility-first UX across BBC’s flagship verticals (1.4B monthly views).

Certified in Scrum and Lean Kanban, I bring a global, user-first perspective to every challenge, with experience across Europe, Japan, and North America.

Let’s connect if you’re looking for someone to lead scalable, user-centred design at the intersection of product, brand, and technology.