Thirteen years
of design leadership

Partner in the studio, leading operations, hiring and client design strategy.

• Built the studio's entire operating system from scratch in two months, using AI throughout: contracts, offers and client agreements generated and tracked automatically, multi-currency payments and invoicing with automatic FX handling, project management and production workflow from brief to delivery, freelancer onboarding and payment tracking, and client briefing and intake
• Delivery continued uninterrupted while the system was being built
• Hire and lead production and creative talent
• Lead the expansion of the studio's offering beyond motion design

• Set brand and experience strategy across web, app and every customer touchpoint in more than 30 markets
• Led a team of ten spanning brand design, product design, UX research and UX writing
• Expanded the remit to include localisation across 23 languages and customer communications, including email and push
• Built UX research and UX writing into first-class functions from nothing
• Member of the leadership team, contributing to company strategy and quarterly planning

• Rebuilt the design organisation from zero after the pandemic, hiring and structuring a ten-person cross-functional team
• Owned the joint brand and product design roadmap alongside company growth strategy
• Led a homepage redesign that improved valid claim conversion by 5.7% in desktop A/B testing
• Led the AirHelp+ subscription work, including a rejection-page offer that raised click-through by 141%
• Contributed to early development of the AirHelp mobile app, and personally designed the mobile claiming flow
• Established design processes and critique culture that scaled with the team

• Built AirHelp's first dedicated creative team, including motion design and videography
• Directed creative output across social, performance marketing, digital advertising, outdoor, CRM and email, localised in more than 20 languages
• When the pandemic grounded aviation and the design team was let go, led AirHelp's full rebrand alone, directing a network of external contractors with no direct reports
• Designed and rolled out a new design system across every product and touchpoint

• Joined during hypergrowth and built the brand design function from the ground up
• Defined the visual language and brand guidelines rolled out across more than 30 global markets
• Coached two junior designers as the first design team took shape
• Progressed to Art Director within 18 months

Co-founded a boutique design studio serving small and medium-sized businesses, delivering brand strategy, visual identity, digital design and e-commerce. Ran creative direction, client relationships and business development at the same time. AirHelp became a client, which led to a full-time role.

Co-founded an award-winning funeral design studio producing bespoke coffins, ash urns and memorial products. Built the company's brand, marketing, PR and sales from zero, and won multiple European design awards.

Contract architectural role at an award-winning practice, contributing to project design, 3D visualisation and technical documentation across residential and commercial briefs.

Five years of self-directed work spanning visual identity, 3D modelling, product visualisation and front-end web development.