My approach
Clarity in Complexity
I am drawn to large-scale and complex problem spaces where goals and outcomes aren’t always clear. I have a proven ability to navigate ambiguity by bringing structure, direction and focus. I lead with calmness and clarity, using a range of customer- and business-driven insights to reframe problems and uncover what really matters.
Designing for impact
I design with purpose, grounding solutions in real-world user behaviour and commercial insight. I take a pragmatic yet innovative approach, using storytelling as a strategic tool to connect the dots between user needs, long-term customer vision and business strategy — helping teams align, influence stakeholders and bring ideas to life with clarity and conviction.
Empathetic leadership
I build genuine, trusting relationships with teams and stakeholders by leading with honesty and enthusiasm. I believe great work happens when people feel supported, safe and connected. I foster positive team cultures and mentor others, helping individuals grow while keeping the team aligned and motivated. I prioritise cross-functional collaboration to turn strategy into action.
Selected work
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Transforming the Sainsbury's app
Reimagined the Sainsbury’s app experience by crafting a bold, user-centered vision that aligned customer needs with business goals, using high-fidelity prototypes and storytelling to gain c-suite buy-in.
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Simplifying value perception with Nectar Prices
When value perception became a growing challenge for Sainsbury’s, Nectar Prices emerged as a transformative initiative to simplify pricing, boost loyalty participation and regain market share.
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Designing for crisis during the pandemic
Used behavioural insights and clear experience principles to prioritise vulnerable users, resulting in an award-winning digital response to the Covid-19 pandemic.