I've always been a bit shit at writing but great with pictures, from a young age I knew I wanted to work in the creative industry.

At 14, I was interning at local design agencies, learning brand, marketing, industrial design, and eventually digital, where I found a love of the combination of data and design.

From there, I worked in just about every role going, in-house, freelance, and in agencies big and small.

Overtime I learnt my fav projects aren't the smooth sailing ones with a well established team but rather the opposite, I like a good fucking mess of project where everything's on fire.

These days I help leadership teams harness the power of exponential technologies, especially generative AI, to revolutionise their products and customer experiences. My focus is on reimagining product portfolios and designing innovative solutions that create significant competitive advantages.

Currently Head of Design where I lead a multi disciplined design team of 20+ Designers and Researchers, helping some of the globes most ambitious brands innovate.