
UX Leader
Driving Marketplace Innovation & Scalable Product Design
16+ years shaping B2B/B2C digital experiences, building UX teams, and leading strategy across web, mobile, and AI-powered platforms.
Scalable UX Strategy Rooted in Real
Business Impact
From lean startups to large enterprise platforms, I assist teams in delivering products that effectively balance user needs with business objectives, quickly and at scale.
I have led UX strategy and execution for global brands including Yell.com, TEG, and ADP. My work has focused on shaping product vision, scaling UX teams, and embedding user-centered design into business strategies.
At Yell, I played a key role in transforming the company into a two-sided marketplace. This involved designing the consumer business flywheel and collaborating with the C-suite on AI-driven innovation. I also developed a flexible design system that supports various interactions: business, consumer, and internal, with each tailored to meet unique user needs and brand identities.
At TEG, I created a scalable design system intended for white labeling across their SaaS product suite. This initiative enabled faster delivery times and ensured cohesive user experiences across multiple brands. Additionally, I contributed to the early UX concepting for Trustd, a product focused on compliance.
During my time at ADP, I led the design of internal global services, delivering a unified user experience that serves millions of employees worldwide.
My portfolio showcases a range of projects, including marketplace transformations, AI-driven product development, and the creation of modular, white-label design systems aimed at supporting multiple brands and user personas. I have built UX organisations from the ground up, encompassing in-house, offshore, and agency collaborations while establishing scalable design operations that enhance delivery speed without sacrificing quality. Each case study demonstrates my commitment to aligning UX with measurable business outcomes, from increasing conversion and engagement to driving operational efficiency within complex digital ecosystems.
Designing the Future of Digital Marketplaces
I offer a unique combination of UX strategy, hands-on product design leadership, and extensive experience in transforming legacy systems into modern, customer-centric marketplace platforms. I have led initiatives that address user needs while creating commercial impact across B2B, B2C, and internal service ecosystems, from designing modular, white-label design systems to launching AI-powered services.
Whether you're looking to scale your UX team, reimagine your product roadmap, or explore the implications of AI for your platform's future, I bring clarity, collaboration, and cross-functional leadership to every stage of the journey.

PORTFOLIO
EXPERIENCE
2022-2025
YELL.COM
As a strategic UX leader at Yell, I oversee the entire user experience (UX) for both B2B and B2C digital products across web and mobile platforms. My role involves translating user insights into impactful solutions that focus on increasing conversions. I facilitate collaboration across various teams, manage design workflows, and incorporate ongoing research to support decision-making. By developing scalable design systems, promoting accessibility, and aligning UX with business strategy, I cultivate a culture of innovation, measurable growth, and a user-centered approach.
2021-2022
ADP
I led the end-to-end UX strategy for three enterprise products, collaborating with global researchers and designers while overseeing the user experience within the UK. I embedded human-centered design by introducing structured UX processes, such as discovery workshops, heuristic evaluations, and iterative prototyping. This shift transformed the organisation from a development-led approach to a user-led delivery model. I also spearheaded the rollout of a universal design system that enhanced UI consistency and streamlined updates. Continuous user research and usability testing informed our product decisions, improved user experiences, and built confidence among stakeholders.
2019-2021
TEG
I collaborated with senior leadership, product teams, offshore developers, and external agencies to establish and grow the UX function from the ground up. I defined and implemented user-centered design processes, managed recruitment and departmental budgets, and hired both in-house and contract UX/UI designers. I led the phased rollout of a scalable design system using tools such as Abstract, Sketch, InVision, and Zeplin, ensuring that brand and UX standards remained consistent across all digital products. Additionally, I facilitated workshops, conducted usability testing, and performed end-to-end user research, which strengthened relationships with clients and stakeholders while promoting strategic alignment and continuous improvement in UX.

Let’s Work Together
Let's connect and discuss how we can collaborate on creating exceptional user experiences. Feel free to reach out to me via email or phone to explore potential opportunities.