PROFILE:

A design leader with extensive experience shaping large-scale consumer and enterprise platforms across ecommerce, telecommunications, gaming, media and Fintech. Proven track record of building high performing design organisations, leading digital transformation, and delivering commercially successful products at scale for brands including Amazon, Vodafone, Betfair, Capital One, Saint-Gobain and currently PokerStars. Experienced executive partner to product, technology, and commercial leaders, with a strong reputation for inclusive leadership and mentoring designers. A regular conference speaker in the UX and technology industry. 

  

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KEY SKILLS:   

• End-to-end design leadership across large-scale multiplatform digital products
• Building, scaling and mentoring high-performing, multidisciplinary design teams
• Stakeholder management and influencing at Executive and C-suite level
• Shaping and delivering customer experience strategy aligned to business goals
• Service design, journey mapping and experience orchestration across complex ecosystems
• Embedding research, behavioural insight, and data-driven experimentation into the design process
• Driving design system strategy, governance, and adoption at scale
• Champion and implement accessibility WCAG standards and best practice
• Leading design for regulated, high-traffic environments
• Partnering with Product, Engineering, and Data to deliver measurable CX and commercial outcomes
• Application of AI and emerging technologies to enhance design and research effectiveness
• Agency, vendor, and partner management

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DESIGN LEADERSHIP CAPABILITIES:   
• Inspiring teams with a compelling vision and fostering a culture of psychological safety and high performance
• Leading through organisational change, providing clarity and confidence in complex organisations

• Championing the value of design across an organisation to influence business strategy
• Developing future design leaders through mentorship, coaching, and building strong talent pipelines
• Building communities of practice and thought leadership within and beyond the organisation

  

CAREER HISTORY: 

Current:  

Flutter Entertainment - PokerStars - Associate Director of Product Design  

January 2024 - Present

• Owned the end-to-end product design strategy for PokerStars 

• Managed a diverse, multi-skilled UX team to deliver large scale projects 

Built a design community and design leadership team, restructured the design team to run effectively and efficiently. Built the PokerStars design system and team to support the delivery of the PokerStars network working with Flutter international brands Betfair, Sisal and FanDuel. Lead a global research vision project to reimagine poker for 2030+. Member of the Lean in Women’s network and mentor for The Ethnic Future Leaders program.

  

Previous: 

Stark Building Materials - Director of User Experience 

December 2022 - December 2023  

• Led the UX strategy for Stark Building Materials UX 

• Brand guardian for Stark Building Materials UK 

At Stark I continued to lead the User Experience for Jewson.co.uk optimising existing and developing new features for their digital products and services for their customers and branch colleagues. A successful feature was the launch of online payments, taking £4.8 million in the first 5 months. As Stark Building Materials UK brand guardian I implemented the Stark rebrand project across multi-channels for all digital platforms and branches including the corporate and intranet websites. 

 

Saint-Gobain - Director of User Experience 

December 2018 - December 2022  

• Defined and embedded a unified UX strategy across Saint-Gobain UX 

• Built a high performing multi-skilled UX team 

Worked on a huge digital transformation program across the Saint-Gobain building distribution and manufacturing brands in the UK portfolio, transforming a traditional offline, B2B focused business into a digital one. Designed Jewson.co.uk, Graham and British Gypsum onto a new e-commerce platform, generated £15 million in revenue in its first year in 2020. A founding member of the Saint-Gobain Women’s network and a qualified Mental Health First Aider promoting well-being at work.  

  

 

Capital One - Digital Design Director   November 2016 – November 2018  

• Owned the digital design strategy across Capital One’s regulated financial products

• Managed a multi-skilled UX team to deliver large projects  

Built a highly skilled centralized UX team across London and Nottingham, integrated the Creative marketing design function into the design team with an annual cost saving of £1million. Redesigned the customer account area resulting in an increase of 10% of customers self-serving.   

  

 

DMG Media - Daily Mail Newspapers - Head of User Experience   March 2014 – October 2016  

• Defined a UX strategy across DMG’s portfolio of high traffic media and ecommerce products 

• Built and scaled a team of multi-disciplinary designers, introducing user research capability  Worked across a multitude of departments for DMG’s portfolio of ecommerce sites and apps. Key projects delivered were a new Mail Travel site which drove a 20% increase on online bookings and redesigned the Daily Mail Newspapers loyalty programme MyMail, acquiring 80,000 new users. Restructured the UX team introducing a user research function and supported this by building a usability lab.  

  

Betfair - Head of User Experience   

October 2010 - February 2014  

Lead the user experience across Belfair’s global and multi-channel sports and gaming products. Restructured the large user experience team to run more efficiently and effectively across 4 countries. Key projects included the award-winning iOS Sports app and Sports book acquiring 200,000 new customers within 3 months of launch in February 2013.

 

Vodafone.co.uk – Design Manager June 2009 - October 2010 

Managed and mentored a team of UX designers and content writers. Lead the UK site redesign and redesigned the online store experience to increase conversion by 5%. 

  

Man Investments - User Experience and Design Manager (Contract)  

January - March 2009  

Established a UX team in Switzerland to redesign the Man Investments website. 

  

Hutchison 3G - User Experience and Design Manager 

August 2007 - January 2009  

Owned the user experience across 3’s mobile products and built the user experience team. Redesigned 3’s mobile portal and website three.co.uk.

 

Amazon.com - European Design Manager 

October 2000 – July 2007 

Hired as Amazons first UK based designer. Built the European design team across France, Germany, and UK. Developed a consistent user experience across Amazon’s European web sites. 

 

Yell - Design and Online Brand Manager 

June 1987- October 2000  

Worked on the Yellow Pages book and the Yell.com website. Recruited and built the Yell design team. 

  

EDUCATION:  

Gloucestershire College of Higher Education, Faculty of Arts 1984 -1986  

STUDIED: B.A. Hons Fine Art specialising in Sculpture  

Harrow College of Higher Education, Faculty of Arts 1983 - 1984  

STUDIED: C.N.A.A. Diploma in Art Foundation passed with distinction  

QUALIFICATIONS: Swakeleys Girls Secondary School 1976 - 1983  

4 'A' Levels - English Literature, Art, History and Sociology and 11 '0' Levels  

  

INTERESTS:  

Involved in the UX industry both speaking at industry events and on podcasts, I enjoy mentoring designers. I’m an active member of Fifty design leadership group and Flux women’s design leadership community. I enjoy travelling, visiting art galleries and theatre, my hobby is making ceramics. I’m also a keen runner and hiker.