Heading up UX strategy across major corporate, government, and financial sector projects — shaping digital experiences that balance innovation with real-world impact.

Steering large-scale website and platform redesigns for organisations like the New Zealand Film Commission (NZFC), Tencent, Forsyth Barr and ANZ, improving accessibility, engagement, and usability.

Driving a human-centred approach in complex stakeholder environments, ensuring design decisions align with both business objectives and user needs.

Bringing AI into the design process where it adds genuine value: faster exploration, sharper synthesis, smarter content systems and better decision support.

Embedded a Figma-powered, token enabled design system that actually works — streamlining collaboration between UX, UI, and dev.

Created a designer growth framework — because career progression shouldn't be a mystery.

Led UX/UI across B2C & B2B websites, Connected Ecosystem App, in-store experiences, and appliance touchscreens.

Designed the award-winning touchscreen oven interface — because appliances should feel as good as they function.

Led the overhaul of F&P's global e-commerce experience, setting a new industry standard.

Championed accessibility & inclusivity, by ensured all digital experiences were user-friendly for a diverse audience.

Led a human-centric culture shift to embed design thinking across teams, educating leadership on its role in driving business value.

Developed a scalable design system for Countdown's digital transformation, ensuring a seamless e-commerce and app experience.

Drove consistency across web and mobile, making grocery shopping feel less like a chore and more like a well-planned mission.

Led the UX/UI team across multiple market-leading global gaming brands — because in gambling, speed and clarity are everything.

Designed Unibet's full lifecycle horse racing platform — balancing complex journeys, legal requirements, and high-pressure betting decisions.

Managed integrations for new acquisitions, bringing new brands into the fold without losing their identity.

Managed the UK & Ireland digital design team, overseeing UX/UI for multiple insurance brands.

Streamlined complex product offerings into accessible digital experiences that didn't require a law degree to understand.

Led UX/UI and creative for UK & Europe, ensuring seamless online and offline brand consistency.

Partnered with the US team to redesign the brand and digital touchpoints — because cruise bookings should be smooth sailing.

Designed for clients like British Rowing, BBC Proms, and Hilton Hotels — creating work that actually got noticed.

Balanced creative storytelling with commercial needs — because great design serves both the art and the business.

Led print, digital, and 3D design, from virtual tours to engineering prototypes.

Worked end-to-end on projects, both digital and real world, from initial brief to final production.