Designer and Design Leader
AI makes more. I make sure it's worth it.
Available for permanent and fractional roles.
Co-led a cross-functional brand repositioning initiative. Delivered brand attributes, experience filters, and a validated design direction within a 4-day sprint.
Initiated and led a design system consolidation. Built architecture, governance model, and roadmap from zero existing documentation.
Diagnosed collaboration gaps across a department and facilitated workshops producing prioritised initiatives with defined owners and metrics.
Redesigned a psychotherapy practice's patient-facing services through behavioural design, reducing access barriers for people with mental health conditions.
Tested a procurement dashboard vision with 28 category managers before building. The research refuted most of the starting assumptions.
Need design leadership but not sure where to start?
I approach design leadership as structural work, focusing on what is missing beneath the surface — governance, ownership, and standards. I build systems that create clarity and hold without ongoing intervention.
My work translates business strategy into scalable design infrastructure across teams, systems, and organisations. I have built and led design teams across multiple environments, managing budgets of €700K+ and driving initiatives across product, brand, and organisational design. Recognised with an iF Design Award 2024 nomination, certified in Agile Leadership and Digital Health Consulting.
Not sure if your design organisation is set up for what's next?
Let's find out.
Beyond design leadership, I work hands-on with the material: language models, agents, Python, and data visualisation.
Each symbol is one competency. Thin lines join the competencies of one cluster. Curved lines join clusters: one builds on the other, or both use the same principle.
Example
Source: courses by NN/G, Codecademy and DataCamp.