Helping teams and organisations through moments of change, where early decisions shape long-term impact".
Most of my career has been spent joining organisations where the product, team or way of working needed to evolve, and where the path wasn't clear. Sometimes that has meant creating something entirely new. Sometimes it has meant helping an established business redefine its direction or focus. What connects every role is the same challenge: turning ambiguity into progress and helping people move forward with confidence.
Over the past 15+ years, I've led design across startups, scale-ups and global organisations across Europe and Asia. I've built products from zero, developed design capability, shaped strategy and helped leadership teams make better product decisions. While my background spans physical products, digital experiences and service design, I've always been less interested in the medium than the problem we're trying to solve.
One of the things that shapes my perspective is working across disciplines. Whether designing a connected product, digital platform or service, the challenge is the same: understanding people, aligning teams and creating clarity around what matters most. I believe that breadth allows me to see patterns others might miss, knowing when to challenge assumptions, when to simplify complexity, and when to create the conditions for great teams to do their best work.
I grew up inspired by people and companies that didn't just create products, but shifted culture. From Missy Elliott expanding what music could be, to Apple reimagining personal computing and Nike transforming trainers into symbols of identity. That belief still shapes how I approach design today: not as a process to maintain, but as a way to help create things that matter.
I care about work that connects with people and delivers something real. Today, I'm exploring how AI can support human-centred design and better decision-making. Alongside my work, I write, mentor and occasionally take on advisory or contactual roles. Staying close to new ideas and different perspectives keeps my thinking sharp.
