Open to Opportunities
Creative Direction,
Design & Leadership
Multidisciplinary Creative Director and designer with agency experience of delivering results, developing teams and optimising workflows.
Multidisciplinary Creative Director and designer with agency experience of delivering results, developing teams and optimising workflows.
About
About
About
Strategy. Campaigns. Solutions.
Creative Director with 10+ years experience shaping campaigns for brands like American Express, PayPal and Virgin Atlantic. I blend strategy, storytelling and team leadership to deliver work that resonates and performs. I'm passionate about collaborative leadership, I drive innovation, nurture talent, optimise workflows and align big ideas with business goals to create lasting impact.
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years of experience
Including a decade leading creative delivery for top-tier global brands and sectors.
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years of experience
Including a decade leading creative delivery for top-tier global brands and sectors.
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years of experience
Including a decade leading creative delivery for top-tier global brands and sectors.
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upgrade lift delivered
Boosted premium upgrades performance with audience-centric, multi-channel strategy.
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upgrade lift delivered
Boosted premium upgrades performance with audience-centric, multi-channel strategy.
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upgrade lift delivered
Boosted premium upgrades performance with audience-centric, multi-channel strategy.
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global brands served
Led performing creative for Aviva, AmEx, ISS, PayPal, Virgin Atlantic and more.
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global brands served
Led performing creative for Aviva, AmEx, ISS, PayPal, Virgin Atlantic and more.
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global brands served
Led performing creative for Aviva, AmEx, ISS, PayPal, Virgin Atlantic and more.
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creative oversight
Every deliverable – digital, print and experiential – directed end to end.
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0%
creative oversight
Every deliverable – digital, print and experiential – directed end to end.
0%
0%
creative oversight
Every deliverable – digital, print and experiential – directed end to end.
Expertise
Expertise
Expertise
Core Strengths
Brand Strategist | Campaign Expert | Team Leader
Creative Direction
Led multidisciplinary teams to deliver high-impact work for clients like PayPal and Virgin Atlantic, blending strategic insight with bold, effective creative.
Leadership
Built, supported and nurtured high-performing teams, championed inclusive culture and introduced systems that streamline workflows and empower talent to thrive.
Campaign Expertise
Crafted standout visual campaigns across digital, print and experiential platforms for global brands – with a sharp eye for detail, brand consistency and audience engagement.
Operations
Optimised workflows, improved planning, boosted team skills and engagement, enhanced collaboration with cloud tools and expanded resource network with trusted partners.
Sector Expertise
18+ years experience in the creative industry – translating business goals into bold ideas that resonate and perform across industry sectors including finance, travel, lifestyle and professional services.
Tools
Design Tools: InDesign, Photoshop, Illustrator, Figma, Framer. Collaboration: Slack, Trello, Teams, Zoom, Webex, ProWorkFlow. Administration: Word, Excel, PowerPoint, Gmail, Drive, Docs.
Creative Direction
Led multidisciplinary teams to deliver high-impact work for clients like PayPal and Virgin Atlantic, blending strategic insight with bold, effective creative.
Leadership
Built, supported and nurtured high-performing teams, championed inclusive culture and introduced systems that streamline workflows and empower talent to thrive.
Campaign Expertise
Crafted standout visual campaigns across digital, print and experiential platforms for global brands – with a sharp eye for detail, brand consistency and audience engagement.
Operations
Optimised workflows, improved planning, boosted team skills and engagement, enhanced collaboration with cloud tools and expanded resource network with trusted partners.
Sector Expertise
18+ years experience in the creative industry – translating business goals into bold ideas that resonate and perform across industry sectors including finance, travel, lifestyle and professional services.
Tools
Design Tools: InDesign, Photoshop, Illustrator, Figma, Framer. Collaboration: Slack, Trello, Teams, Zoom, Webex, ProWorkFlow. Administration: Word, Excel, PowerPoint, Gmail, Drive, Docs.
Creative Direction
Led multidisciplinary teams to deliver high-impact work for clients like PayPal and Virgin Atlantic, blending strategic insight with bold, effective creative.
Leadership
Built, supported and nurtured high-performing teams, championed inclusive culture and introduced systems that streamline workflows and empower talent to thrive.
Campaign Expertise
Crafted standout visual campaigns across digital, print and experiential platforms for global brands – with a sharp eye for detail, brand consistency and audience engagement.
Operations
Optimised workflows, improved planning, boosted team skills and engagement, enhanced collaboration with cloud tools and expanded resource network with trusted partners.
Sector Expertise
18+ years experience in the creative industry – translating business goals into bold ideas that resonate and perform across industry sectors including finance, travel, lifestyle and professional services.
Tools
Design Tools: InDesign, Photoshop, Illustrator, Figma, Framer. Collaboration: Slack, Trello, Teams, Zoom, Webex, ProWorkFlow. Administration: Word, Excel, PowerPoint, Gmail, Drive, Docs.
Case Studies
Case Studies
Case Studies
Creative that delivers
A few recent projects that showcase my ability and experience across campaign design, direction and delivery.
American Express
Strategy
Campaign
Setting the benchmark for campaign results at Amex
A multi-phase upgrade campaign as premium as the product itself. By targeting high-spending Cardmembers, personalising the journey, highlighting elevated benefits, extending the offer window and delivering a tactile, luxury experience across channels, we created an engagement that felt as exclusive as the Card. The record-breaking results set a new benchmark in monthly upgrades and year-over-year growth, plus an increase of over 500% in direct mail engagement – proving that premium execution drives performance.
American Express
Strategy
Campaign
Setting the benchmark for campaign results at Amex
A multi-phase upgrade campaign as premium as the product itself. By targeting high-spending Cardmembers, personalising the journey, highlighting elevated benefits, extending the offer window and delivering a tactile, luxury experience across channels, we created an engagement that felt as exclusive as the Card. The record-breaking results set a new benchmark in monthly upgrades and year-over-year growth, plus an increase of over 500% in direct mail engagement – proving that premium execution drives performance.
American Express
Strategy
Campaign
Setting the benchmark for campaign results at Amex
A multi-phase upgrade campaign as premium as the product itself. By targeting high-spending Cardmembers, personalising the journey, highlighting elevated benefits, extending the offer window and delivering a tactile, luxury experience across channels, we created an engagement that felt as exclusive as the Card. The record-breaking results set a new benchmark in monthly upgrades and year-over-year growth, plus an increase of over 500% in direct mail engagement – proving that premium execution drives performance.
ISS Food Services
Strategy
Operations
Brand strategy challenges increase in costs for ISS
With over 120+ UK client restaurants and a dozen disjointed brands, the staffing and management cost to ISS Food Services was significant. The solution: A bold consumer brand to centralise marketing, enhance the customer experience and reduce operations costs. Everything from cookware to collateral, stickers to signage, was hosted on a bespoke eCommerce platform, empowering staff to effortlessly order for multiple venders through one platform. This innovative solution snagged the coverted Food Service Catey's Award for Innovation, and contributed to winning multiple new contracts for ISS.
ISS Food Services
Strategy
Operations
Brand strategy challenges increase in costs for ISS
With over 120+ UK client restaurants and a dozen disjointed brands, the staffing and management cost to ISS Food Services was significant. The solution: A bold consumer brand to centralise marketing, enhance the customer experience and reduce operations costs. Everything from cookware to collateral, stickers to signage, was hosted on a bespoke eCommerce platform, empowering staff to effortlessly order for multiple venders through one platform. This innovative solution snagged the coverted Food Service Catey's Award for Innovation, and contributed to winning multiple new contracts for ISS.
ISS Food Services
Strategy
Operations
Brand strategy challenges increase in costs for ISS
With over 120+ UK client restaurants and a dozen disjointed brands, the staffing and management cost to ISS Food Services was significant. The solution: A bold consumer brand to centralise marketing, enhance the customer experience and reduce operations costs. Everything from cookware to collateral, stickers to signage, was hosted on a bespoke eCommerce platform, empowering staff to effortlessly order for multiple venders through one platform. This innovative solution snagged the coverted Food Service Catey's Award for Innovation, and contributed to winning multiple new contracts for ISS.
Ideal Networks
Website
UX/UI
Website overhaul for an ambitious tech company
Ideal knew that their current website wasn’t serving them well, but didn’t know where to go next. Leading the discovery process with the client, I led a team to re-imagine, look feel and functionality to set them apart from a crowded, often impersonal industry. The team delivered a warm, easy-to-navigate site that positioned Ideal as the approachable experts in their field. I oversaw the team of Developers during the WordPress build in ensure we delivered an industry-leading experience on time, and within budget.
Ideal Networks
Website
UX/UI
Website overhaul for an ambitious tech company
Ideal knew that their current website wasn’t serving them well, but didn’t know where to go next. Leading the discovery process with the client, I led a team to re-imagine, look feel and functionality to set them apart from a crowded, often impersonal industry. The team delivered a warm, easy-to-navigate site that positioned Ideal as the approachable experts in their field. I oversaw the team of Developers during the WordPress build in ensure we delivered an industry-leading experience on time, and within budget.
Ideal Networks
Website
UX/UI
Website overhaul for an ambitious tech company
Ideal knew that their current website wasn’t serving them well, but didn’t know where to go next. Leading the discovery process with the client, I led a team to re-imagine, look feel and functionality to set them apart from a crowded, often impersonal industry. The team delivered a warm, easy-to-navigate site that positioned Ideal as the approachable experts in their field. I oversaw the team of Developers during the WordPress build in ensure we delivered an industry-leading experience on time, and within budget.
Aviva
Strategy
Core Messaging
Defining core messaging for complex Aviva products
Launched in 2024, Aviva Wealth’s SAYE to ISA service wasn’t hitting home with intermediaries or consumers. Working closely with their Subject Matter Experts, I created clear, benefits-led sales decks that simplified the service, demystified the process, and gave the sales team confidence to sell.
Aviva
Strategy
Core Messaging
Defining core messaging for complex Aviva products
Launched in 2024, Aviva Wealth’s SAYE to ISA service wasn’t hitting home with intermediaries or consumers. Working closely with their Subject Matter Experts, I created clear, benefits-led sales decks that simplified the service, demystified the process, and gave the sales team confidence to sell.
Aviva
Strategy
Core Messaging
Defining core messaging for complex Aviva products
Launched in 2024, Aviva Wealth’s SAYE to ISA service wasn’t hitting home with intermediaries or consumers. Working closely with their Subject Matter Experts, I created clear, benefits-led sales decks that simplified the service, demystified the process, and gave the sales team confidence to sell.
Contact
Contact
Contact
Get in touch
Looking for a passionate creative lead who delivers impact, drives innovation and nurtures talent? Let’s connect.
Location
Burgess Hill, West Sussex UK
Burgess Hill, West Sussex UK
Telephone
0772 567 4078
Connect with me
