Data driven & user centred visual designer with branding, UX & e-commerce experience

OVERVIEW

I'm a designer with 8+ years experience in scaling brand systems and crafting accessible, high-impact interfaces across web and mobile. I bring a commercial mindset, a diverse branding background and a work style that balances design beauty with usability and business results.

EXPERIENCE

Lead Designer

BOTB.com

2018–2025

Office (4 days/week)

Led the evolution of the BOTB brand from a logo only identity to a design system applied across web, mobile, app, socials and CRM.

Played a key role in finding BOTB's unique brand tone and identity by setting the foundation for brand recognition and market positioning. Later helped reposition the business from a premium, lifestyle-led brand to a streamlined, conversion-focused digital product under new management.

BUSINESS

Delivered high-performing interfaces based on market shifts (Pandemic) and user behaviour for homepage, e-commerce journeys, product pages and user accounts pages, contributing to a 2x revenue spike and a £50m acquisition in 2023.

Created accessible, responsive components to use across platforms, balancing aesthetics with clarity and performance.

Continuously A/B tested and refined experiences using data, user feedback, and competitors research.

TEAM

Collaborated with developers, acquisition, CRM, customer service, CEO and stakeholders to optimise user experience, grow brand exposure and increase revenue, including prototyping, A/B testing, QA, devices performance testing and user reviews/complaints.
Introduced storytelling elements (irresistible product images, exciting motion graphics, mix of unmissable and recognisable elements to enhance engagement while maintaining brand consistency.

Mentored junior designers and helped maintain design consistency through documentation, audits and processes improvements.
Collaborated with developers, acquisition, CRM, customer service and stakeholders to optimise user experience and increase revenue, including prototyping, AB testing, QA, cross-device performance testing and user reviews.
Introduced storytelling elements (motion, UI transitions, video) to enhance engagement while maintaining brand consistency.

Mentored junior designers and helped maintain design consistency through documentation, audits, and process improvements.

2015 to Early 2018

Owned design and marketing for new and existing restaurant brands in Dubai and Abu Dhabi (Leopolds of London, Totora, Smoking Doll, Wildfire), combining creative direction with audience targeting and a strong commercial mindset. Worked closely with founders, chefs, and stakeholders to grow brands that not only look beautiful but drive footfall and loyalty.

Research & Insights

Brand storytelling

Marketing & positioning

Media partnerships

New branches

Brand strategy

2015 to Early 2018

Owned design and marketing for new and existing restaurant brands in Dubai and Abu Dhabi (Leopolds of London, Totora, Smoking Doll, Wildfire), combining creative direction with audience targeting and a strong commercial mindset. Worked closely with founders, chefs, and stakeholders to grow brands that not only look beautiful but drive footfall and loyalty.

Research & Insights

Brand storytelling

Marketing & positioning

Media partnerships

New branches

Brand strategy

2015 to Early 2018

Owned design and marketing for new and existing restaurant brands in Dubai and Abu Dhabi (Leopolds of London, Totora, Smoking Doll, Wildfire), combining creative direction with audience targeting and a strong commercial mindset. Worked closely with founders, chefs, and stakeholders to grow brands that not only look beautiful but drive footfall and loyalty.

Research & Insights

Brand storytelling

Marketing & positioning

Media partnerships

New branches

Brand strategy

2014

Created (3D + visual design), planned and successfully delivered stunning events for my beloved brands Maserati and Ferrari. Also worked with Ooredoo, Orpic, Muscat Bank.

Visual design

3D design

Cross-team collabs

Tender applications

Problem solving

Experiential design

2014

Created (3D + visual design), planned and successfully delivered stunning events for my beloved brands Maserati and Ferrari. Also worked with Ooredoo, Orpic, Muscat Bank.

Visual design

3D design

Cross-team collabs

Tender applications

Problem solving

Experiential design

2014

Created (3D + visual design), planned and successfully delivered stunning events for my beloved brands Maserati and Ferrari. Also worked with Ooredoo, Orpic, Muscat Bank.

Visual design

3D design

Cross-team collabs

Tender applications

Problem solving

Experiential design

2013

Developed creative and functional packaging design solutions for the mass-market. Clients include Danone, Activia, Crem Helado (Nutresa) and Gerónimo Martins.

Packaging design

Consumer targeting

Brand consistency

Print ready

Competitive positioning

Brand differentiation

2013

Developed creative and functional packaging design solutions for the mass-market. Clients include Danone, Activia, Crem Helado (Nutresa) and Gerónimo Martins.

Packaging design

Consumer targeting

Brand consistency

Print ready

Competitive positioning

Brand differentiation

2013

Developed creative and functional packaging design solutions for the mass-market. Clients include Danone, Activia, Crem Helado (Nutresa) and Gerónimo Martins.

Packaging design

Consumer targeting

Brand consistency

Print ready

Competitive positioning

Brand differentiation

What I do

Visual & interface design

Develop and evolve multi-brand design systems.

Understand your audience. Build archetypes and personas.
Bring ideas and solutions to life with design.

Create high-impact, accessible interfaces across web, mobile, CRM, acquisition and more.

Branding & design systems

Build, maintain and scale design systems for brand.

Design wireframes and high fidelity screens.

Design responsively across web, tablet, and app.

Create, test, iterate through A/B testing, campaign performance, and user feedback. Refine processes according market climate.

Creative direction, storytelling & data

Design with empathy and intent. Whether it’s launching a new homepage, designing a purchasing flow, or refreshing a product page, I craft experiences that bridge aesthetic clarity with brand storytelling and business goals.

Cross-functional collabs

Work and collaborate with engineers, marketing, customer service, CRM, UX designers, CEO and stakeholders from both digital and non-digital backgrounds.