Data driven Strategy, Identity & Hands-On Execution

OVERVIEW

Senior Designer with 7+ years of experience evolving brand, marketing design and digital experiences for high-growth tech businesses. Led visual storytelling across campaigns, e-commerce product design, digital platforms and brand systems for BOTB.com, contributing to their £50m acquisition through performance-led creative and consistent brand execution.

EXPERIENCE

Lead Designer

BOTB.com

2018–2025


Hands-on brand transformation for a fast-paced tech business, owning visual identity through web, mobile, campaign and lifecycle creative.

BUSINESS

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

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