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CV

Digital Product and experience leader with 20+ years building the delivery infrastructure that lets product-led companies scale. I've run cross-functional programmes, introduced operating models, and driven measurable commercial outcomes at M&S, Argos, BT Financial Group, and SeedLegals across organisations from 50 to tens of thousands of people, and across retail, fintech, legaltech, and enterprise.

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My edge is structural: I identify where the operating model is the constraint on growth, and I fix it, whether that's a site structure and its usability, a cross-functional rhythm that doesn't exist, a GTM process that excludes the people who need to know, or a leadership team that isn't functioning as one. I've done all of it, and I've delivered the numbers alongside it.

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International experience across Asia, Australia, USA and Europe. Board Trustee. Conference speaker. MSc Occupational Psychology.

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  • Operating model design:  Cross-functional structure, delivery rhythm, GTM process, OKR frameworks

  • Transformation leadership:  Agile adoption, digital-first shifts, org redesign in traditional large-scale businesses

  • Scale-up delivery:  Building delivery infrastructure without formal authority across product, engineering, marketing, CX

  • Commercial impact:  Direct accountability for revenue-linked outcomes: conversion, retention, market entry

  • Team leadership:  Teams of 26–30+ in complex matrix organisations; mentorship and growth frameworks

  • AI integration:  Operational efficiency, support cost reduction, design and product process uplift

  • International operations:  In-country delivery across Asia, Australia, USA and Europe

Experience

​SeedLegals – Director of UX & Product 
Apr 2022 – Present

  • Introduced strategic planning cadence, cross-functional GTM process, and delivery rhythm across product, engineering, marketing and CX. Operating without formal authority over most functions

  • Designed and launched new market entry into the USA and a regulated investor marketplace product (deal flow to portfolio management), leading cross-functional delivery from concept through GTM

  • AI integration programmes to improve operational efficiency and reduce support costs, coordinating across product, engineering and CX teams

  • Co-sponsored exco-level strategic pitch with Director of Strategy on AI-driven disruption reshaping engineering, product and CX boundaries simultaneously. Operating at SLT level on a topic with material implications for company structure

 

VExD Ltd – UX & Design Consultancy
Aug 2020 – Apr 2022

  • Director of Service Design - Modern Human Design  (Maternity leave cover) 

  • UX design/support - Altruistiq, a SaaS startup focused on ESG metrics, creating prototypes for fundraising and kickstarting their UX team

  • UX designer -  Harvard Medical to enhance their UX Mental Health App in the USA

  • Lead UX Researcher - global bank on expat money transfer behaviours and required services

 

Marks & Spencer – Head of Experience Design
Oct 2017 – Jul 2020

  • Led a team of 26+ across omnichannel digital experience, operating inside a complex matrix organisation with multiple senior stakeholders and competing priorities

  • Furniture category: +16% conversion; equivalent to ~£3m annual revenue uplift through end-to-end redesign of the customer journey

  • Sparks loyalty programme revamp: +1M app downloads and +8% NPS improvement

  • CFTO redesign: +300–450% YoY growth; delivered through structured cross-functional delivery programme

 

Argos – Head of UX
Aug 2015 – Oct 2017

  • Central to Argos's transformation from physical to digital-first: shift from 30% to 66% online business, hitting the £250m stretch revenue target - one of the most significant retail digital transformations of its period in the UK

  • Owned delivery of the full selling journey redesign: homepage, category, product, and checkout  - plus finance integration and taxonomy - coordinating across engineering, trading, and commercial teams

  • Structured the team operating model to deliver at speed and scale inside a large, fast-moving retail organisation

 

BT Financial Group – Head of UX (Sydney)
Jan 2013 – Jul 2015

  • Business sponsor for the introduction of Agile into a large traditional waterfall organisation - accountable for change adoption, not just design execution

  • Led digital transformation of the wealth management platform: introduced design systems, experience-led strategy, and modular pattern libraries that reduced time-to-market and enabled consistent deployment at scale

  • Managed a team of 30+ through sustained organisational change in an investment banking environment.

 

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PREVIOUS LEADERSHIP EXPERIENCE

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Senior Roles at SEEK (Melbourne), Avanade (London), SapientNitro, Flow Interactive, Keynote Systems, LexisNexis (US), and Global Sources (Hong Kong) focused on UX leadership, global team growth, customer insight, and digital optimisation.

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NED / ADVISORY EXPERIENCE

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Wimbledon Windmill Museum CIO, London – Trustee 
Oct 2020 – Present
Primarily responsible for digital strategy, user engagement and online visibility comprising marketing, social media, fundraising and events promotions.  

  • Redesign of the shop to encourage spend per footfall to increase funds.

  • Implemented Bloomberg Connect to create the in-house museum experience app

 

Conduct Change, Harrogate – Digital Adviser
Jan 2017 – Present
Advise on digital transformation, support and online communications to support campaign-based mental health and anti-bullying initiatives.

 

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SPEAKING MENTORING PROFESSIONAL INTERESTS

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  • Conference Speaker: Digital Experience, Product Strategy, Agile Delivery

  • UX & Product Mentoring

  • Champion of Inclusive Design and Ethical AI

  • Passionate about applying digital thinking to heritage, education, and public service sectors

 

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QUALIFICATIONS/EDUCATION

​AI for Work & Life (Univ. North Florida, 2025)

Product Analytics Cert (2024)

Master Figma Course - to Figma Pro (2023)

Fundamentals of Digital Marketing (Google 2020)

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MSc. Occupational Psychology, University of Hertfordshire, Hatfield, UK

BSc Life Science (2:1), University of Westminster, UK

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