Design leader with extensive experience driving design strategy, team growth, and digital transformation across media, advanced advertising, sports tech, telecommunications, hospitality, and betting. I specialise in building high-performing design cultures and steering end-to-end product vision for major commercial brands.

Currently leading product design for Commercial Technology at ITV, I oversee the design vision across all workstreams, managing and inspiring design teams to deliver user-centred enterprise and consumer platforms. My background includes leading product design for Planet V, ITV’s advanced advertising platform, where I set up continuous user engagement programmes, aligned design direction with cross-functional engineering, QA, and product roadmaps, and built out core design system architectures.

Prior to ITV, I held design leadership and management roles across Spotlight Sports Group, Vodafone, Expedia, and Perform. Across these organisations, I established component design systems, defined interaction guidelines, and led multi-brand implementations for complex digital product suites and global platforms.

My approach balances strategic management, budget planning, roadmapping, team development, and stakeholder management with deep expertise in UX research, rapid prototyping, interaction design, and accessibility standards. I work best in fast-moving Agile environments, turning product requirements into intuitive, elegant digital products.