Creative leader and designer working across brand, digital experience and customer journeys.

Current Role

I joined Days of Your Life Group as part of a specialist team helping transform a predominantly retail-led business into a digitally-led ecommerce group. Since then the business has expanded from one brand to six, each with its own audience, proposition and customer journey, while shifting from 70% physical retail to 70% digital.

My role sits across brand development, ecommerce, CRM and customer experience. I lead creative direction across the portfolio while remaining hands-on — shaping brands, improving digital journeys, developing campaigns and ensuring customer touchpoints work together.

The breadth of the role means I might be working on brand strategy one day and an ecommerce journey the next, before moving into CRM performance, packaging or retail creative for partners including Primark, Boots and Next.

What I enjoy most is connecting those different disciplines. Customers don't experience brands in channels or departments — they experience them as a whole. My job is making sure those experiences feel joined up, distinctive and commercially effective.

How I Work

I've always been drawn to the point where creativity, customer experience and commercial reality meet.

I believe strong brands are built through consistency of experience rather than individual campaigns or channels. Brand identity, ecommerce, CRM, product design and physical touchpoints all contribute to how customers understand and feel about a business.

My approach is therefore both strategic and practical. I like understanding the problem, defining what needs to change and then getting involved in making it happen.

Most of my career has been spent in lean, fast-moving organisations. That's made me comfortable operating independently, making decisions and moving between long-term thinking and hands-on execution. I'm as happy discussing brand strategy with senior stakeholders as I am working through a Figma prototype or reviewing a piece of creative.

Earlier

Before joining Days of Your Life Group, I was Lead Designer at Wellspring Digital, a funded startup developing SaaS marketing and e-learning products. My role covered UX, product design and brand, helping shape digital platforms and establish design processes as the business grew.

Earlier in my career I worked across agency, freelance and in-house environments, building experience in brand identity, ecommerce, digital design, packaging, animation and campaigns.

Projects ranged from consumer startups and retail brands to public sector and financial services organisations, including the award-winning Invest Southend identity and campaign.

Those experiences gave me a broad creative foundation — and the ability to move comfortably between strategic thinking, design direction and hands-on delivery.

What I Bring