A leader working at the intersection of great ideas, people and strategy
"I lead product and design teams through moments of change, where early decisions shape long term impact". I grew up in an era where creativity was bold and unapologetic. When cultures, companies and people didn't ask permission, they just made things. Missy Elliott expanding the entire creative possibility space in music. Apple reimagining personal computing. Nike turning trainers into cultural symbols. Being raised in a generation that treated creative output as identity shaped how I think about design. Not just as a system to maintain, but as a chance to make something that didn't exist before, that people actually connect with.
That instinct led me to art, then product design, then 15+ years into situations where the path wasn't clear. Founding teams building products from scratch. Companies investing in design for the first time. Large global brands trying to modernise or evolve complex products without losing themselves. The specific challenge changes, but the underlying one is usually the same: something needs to become what it hasn't been yet, and the early decisions matter most.
That's where I do my best work. Shaping direction and bringing clarity to ambiguity. In the space between what something is and what it could be, with real constraints, real politics, and real commercial pressure in the room.
In practice this has meant leading design across startups, scale-ups and global organisations in Europe and Asia. This has spanned zero-to-one products, cross-cultural brand languages, regulated service experiences, and large-scale platforms. My work crosses physical, digital, brand and service design, from consumer electronics and hardware, to B2B SaaS enterprise platforms. Creativity tends to move across disciplines, and I've never really seen them as separate things. This breadth gives me judgment: knowing when to go bold, when to simplify, and when to get out of the way. I care about work that connects with people and delivers something real. Lately I've become more interested in how AI can support human-centred design rather than replace it. From time to time I write, speak, mentor, and take on advisory or fractional work. Not as a side interest, but because staying close to ideas keeps my thinking sharp.
