A design leader for the AI era.
Product Design Director at EcoVadis, with 15+ years leading multi-brand design teams of 50+ across B2C, B2B and B2B2C — from £2bn marketplaces to AI-powered services. I turn design into business outcomes, and I'm putting AI to work at the front line of design and product leadership.
Over 15+ years I've grown from hands-on designer to Group Director, building design functions from a handful of people into 50-strong, multi-discipline teams. I've led through hypergrowth, digital transformation and scale — at cinch, one of the UK's fastest-funded startups; across BCA's B2B marketplace, which I helped move from 30% to 100% online; and now at EcoVadis in sustainability intelligence.
What I care about is outcomes — design that ships, scales and moves the business, not decks that sit in a drawer. I'm as comfortable setting strategy with the C-suite as I am in the detail with the team, and I've learned that the best products come from trusted, focused teams kept close to the customer.
Right now I'm most interested in what AI means for how design and product teams operate, and I'm exploring it from every angle. I'm building DOX, my own AI DesignOps Executive; bringing a future product vision to life as a working React prototype built with Claude; and leading my team to embed AI into our daily work as part of our AI transformation mandate. I learn it by doing — and bring that thinking to the front line of how I lead.
Design leadership
Building and growing high-performing teams, setting craft standards, and creating the conditions for designers to do their best work.
Product design
Hands-on with the work — from early problem framing and service mapping through to shipped, measurable product.
Design systems
One language across many products. Scalable foundations, tokens and components that keep multi-brand orgs consistent.
UX strategy
Connecting user needs to commercial outcomes, and turning research and insight into a clear, prioritised direction.
AI in design & product
Putting AI to work at the front line of design leadership — building DOX, my AI DesignOps Executive, to learn how it reshapes the way teams operate.
How I lead
Five principles that guide how I build teams and ship work.
User obsession and think big
Start from genuine user empathy, then aim past the obvious — ambitious, innovative thinking as the default.
Value individuals
Nurture careers, credit work publicly, give honest feedback, and build diverse teams people want to be part of.
Partner collaboration
Design earns its influence through cross-functional partnership with product and engineering — not hand-offs.
Seek and share knowledge
Build deep domain expertise, stay curious, and learn from perspectives different to my own.
Design process driven
Customer-focused solutions with clear priorities, a defined process, and a high bar for quality.
Want the detail?
See the full work history, read my take on AI, or get in touch.