Creative director and brand lead.
Fifteen years in consumer and retail design.

The work

For the last seven years I've been Head of Creative at Days of Your Life Group, a multi-brand consumer gifting and experience business. I was brought in as part of a digital transformation — the brief was to shift a business that was 70% physical retail into a primarily digital operation. We did it in three years.

Since then the group has acquired five more brands and I've led creative direction across all of them — each with a different audience, identity and channel mix. That means brand strategy, ecommerce UX, CRM, packaging, video and retail creative with Primark, Boots and Next, often running simultaneously.

How I work

I don't separate brand, UX and marketing the way organisations often do. From a customer's perspective they're one experience — my job is to make sure they work together properly.

Most of my career has been in lean, fast-moving environments where you have to both set direction and do the work. I'm comfortable at the strategic end — brand positioning, creative direction, stakeholder management — and I stay close enough to the execution to maintain quality as things scale.

I work best in smaller, focused teams with close access to decision-makers, where creative quality is genuinely valued and there's space to think properly about the work.

Earlier

Before Days of Your Life Group I was at Wellspring Digital, a funded startup building two SaaS products — leading UX, brand and a team of eight across both platforms.

Before that: agency and in-house roles across brand, digital and campaign work in finance, fashion and the public sector. I built the Invest Southend brand from strategy through to identity and rollout, winning an Essex Digital Award in 2016. Freelance brand work alongside has included identity systems for fashion, hospitality and lifestyle clients.

Areas of expertise