I am a product design leader with over 15 years of experience, creating impact through research-driven design, strategy, and collaboration across both B2B & B2C startups and large organisations.

I’ve built and led multidisciplinary teams across product design (UX), user research, and content (UX writing), scaling teams and design systems in fast-moving environments globally with work that covers the entire lifecycle, from research and strategy to execution and growth. I believe it's vital that teams are set up for success and supported to do their best work, confident to question things, experiment, fail, learn, and collaborate closely with their wider product development team to ultimately deliver best-in-class work.

Throughout my career, I’ve worked both in hands-on and in leadership roles, leading product and design organisations in markets such as, Fintech, Marketplaces, Music, Entertainment, Sports tech, E-commerce and Edtech at global companies including Spotify, Schibsted, Hala, and Careem, and co-founding DEMI, turning complex problems into clear, intuitive experiences that drive growth, trust, and long-term value at scale.