Senior / Lead UX - UI & Product Designer
The Fragrance Shop
Aug 2023 – Present

• Own the end-to-end UX vision, product roadmap and optimisation strategy across ecommerce web and mobile, aligning customer needs with commercial objectives.

• Increased PDP-to-checkout conversion by 15.8% through structured CRO, behavioural analysis and iterative A/B experimentation.

• Delivered 40% growth in MyTFS subscriptions by redesigning onboarding, subscription mechanics and basket checkout integration.

• Increased Average Order Value by 9% through basket UX optimisation, upsell strategies and product discovery improvements.

• Generated £2.3m in partner revenue and 23% partner growth by leading UX for major fragrance brand takeover programmes.

• Improved affiliate conversion rates by 32% through landing page optimisation, messaging hierarchy refinement and CTA testing.

• Established experimentation frameworks and evolved a scalable design system, improving decision-making, consistency and engineering alignment across product teams. 

• Integrated AI tools (Claude AI, ChatGPT, Figma Make) into design workflows to accelerate research synthesis, ideation, prototyping and UX writing.

• Led cross-functional collaboration with Product, Engineering, Marketing and CRM teams; mentored junior designers and championed evidence-based design culture.

Design Manager & UX/UI Designer
Hope for Justice
Feb 2021 – Aug 2023

• Led end-to-end UX and service design for global digital platforms supporting anti-slavery initiatives across multiple international organisations and stakeholder groups.

• Coordinated design and product alignment across 15–20 global partner organisations with competing priorities and requirements.

• Directed discovery, user research and synthesis workshops to define user needs and drive product strategy.

• Managed and mentored a multidisciplinary design team, improving design maturity, consistency and delivery quality.

• Led a global rebrand programme establishing design standards and governance across multiple regions and digital touchpoints.

• Improved accessibility, usability and consistency across mission-critical platforms, websites and campaigns.

• Partnered with senior leadership to align user needs, organisational impact goals and delivery priorities.

Senior UX/UI Designer
The Big Initiative (SaaS)
Aug 2020 – Jan 2021

• Led UX and product design for B2B and B2C SaaS learning platforms serving educators, learners and partner organisations.

• Designed end-to-end platform experiences across onboarding, engagement and user progression journeys.

• Conducted user research, usability testing and stakeholder interviews to identify opportunities and improve adoption.

• Led design of the Find My Food application from concept through launch; facilitated workshops to align product and business stakeholders.

UX/UI Designer
Lifts To / Ski Lifts
Oct 2019 – Aug 2020

• Designed end-to-end mobile-first travel booking experiences including search, selection, checkout and confirmation flows.

• Improved information architecture and UX clarity for complex transactional systems, contributing to conversion and acquisition improvements.

• Built reusable UX component libraries and patterns to support scalable, consistent product delivery.

• Collaborated with engineering and commercial teams; contributed to platform redesign and rebranding initiative.

Early Career Graphic & Digital Design
Nycomm · Print & Cut · Vape Dinner Lady ·
LW Graphics / Reforma UK · Fotis Graphics · Freelance
2011 – 2019

Delivered branding, digital and print projects across retail, hospitality and consumer goods - building the visual design foundation for progression into UX and product design leadership.