Design and Brand Experience Director

Ford | Ex-Nokia, Microsoft, Vodafone & Leo Burnett

Cuts through super-saturated markets with compelling experience vision design, building creative strategies based on deep customer insights and signals from key global shifts, thereby shaping experiences across strategy, design, and technology. Possessing in-depth knowledge as a designer, communicator, and maker, with strong storytelling skills and creative leadership. Excels at fostering creative cultures, leading successful multidisciplinary design teams to deliver compelling multi-platform solutions across the entire customer journey that are fitting for the future.

See the Bigger Picture. Looking across all interconnected customer and employee touchpoints to identify the moments that matter most.

Observe, then Design. Conducting deep ethnographic research to highlight critical moments that genuinely matter to customers. Conducting global trend studies and speaking with experts to imagine the future context. Defining moments into unified customer journeys across digital products, physical environments, and human interactions.

Prototype the Experience. Proving value quickly with targeted "beacon" projects, exploring what might be next-generation brand experiences.

Powerful Storytelling. Clear, concise and engaging communication of the design intent, initiating discussion, debate, and delight with stakeholders.

Experience Overview

As an Experience Design Director at Ford Motor Company, I am based in the London Human Centred Design studio for Ford Design. I am part of a dynamic, interdisciplinary team committed to innovating new products and services for the future of mobility, in ways that positively impact people and the planet. As a foundational member of the leadership team, I drive the creative strategy and vision for beacon projects, vehicle programs, and platform experiences for Ford’s commercial and passenger vehicles in Europe and globally.

One of my highlights at Ford has been driving the European vision strategy for passenger vehicles, developing ‘Adventurous Spirit’ as its mission statement. This work captures the American values of freedom, the outdoors, and adventure, and explores how we might translate these values into a future ecosystem of products and services. I believe we now have an authentic brand expression that we can own in Europe.

Last year, I was involved in developing a North Star strategy for the Lincoln program for China and the United States. We conducted deep ethnographic work and expert interviews in both countries, alongside rich trend analysis on how the world is changing in design, behaviours, and technology. Our concepts challenged preconceived ideas of luxury and reimagined its meaning for the future Lincoln products and services.

Prior to Ford, I held a position as Director of Brand and Design at the health start-up, Babylon Health. Key to the role was translating the company’s mission into tangible principles to provide strategic and creative direction for the brand. I led the creative work for product, marketing, and brand expression, playing a pivotal role in shaping the brand globally.

To help build the brand, I curated a talented in-house creative team. Together, we provided innovative design solutions and creative thinking to strengthen Babylon’s voice and position the company at the centre of the market. Additionally, we developed brand assets and guidance, contributing to a global design system toolkit. This enabled the product to scale rapidly, ensuring consistency and coherence across all experience touchpoints. I collaborated with other teams across the business, developing exciting and innovative approaches to digital health and driving design thinking around how digital, artificial intelligence, and data analytics could transform customer service. We created meaningful solutions that ensured Babylon Health remained at the forefront and a leader in this space.

At Vodafone Group Services, my role was Design Director, overseeing all digital creative alongside the Global Creative Director in London. This involved defining and shaping the Vodafone customer experience across online, mobile, retail and voice channels. I managed digital creative from the global design hubs in Düsseldorf, Budapest, and Bangalore, and also led a team in London. Initially, I was brought into Vodafone to help with rebranding. My team developed the design language for the next generation of ‘My Vodafone App’ and provided direction, guidance, and assets to all global operators for their digital interfaces. This ensured a consistent design experience across Vodafone consumer products and touchpoints, spanning 30 countries and reaching over 420 million customers.

Following this, I led the creation of a content-managed Digital Design portal. This unified the Vodafone Brand site and its Digital Design site, creating a single hub for easy access to guidance and assets across all brand, marketing, and design efforts throughout global markets. I designed content to realign the Vodafone Digital Design approach with principles and design drivers. This included a Vodafone digital design Sketch UI kit and the development of a single visual language applicable across all of Vodafone’s digital app products, services, and web channels. I also contributed to the strategy and implementation of ‘TOBi’ - Vodafone’s virtual AI assistant across all apps and services. I was instrumental in the introduction of a natural language and conversational user interface, so that Vodafone’s products and services will be ready for future uptake, ahead of competitors. The team I led in London primarily worked on Vodafone’s new business venture: Vodafone V. This is an expanding portfolio on the internet of things, consisting of smart products, services and wearables. I headed up all creative across this project, driving the strategic vision for Vodafone and pioneering a design-led approach across Brand, Product, Marketing and Design. In doing so, I encouraged these four areas of the business to work together more closely, for consistency in application.

Part of my role inspired and informed the Design team to help them understand how the brand promise, character and values can be translated into their work. An interesting project was working with Amazon Alexa, designing the subtle nuances in her speech to ensure she communicates the word ‘Vodafone’ with a brand-appropriate tone of voice.

Prior to Vodafone, I worked for ten years with Nokia Design and Microsoft Phones. I started as a Design Principal in the ‘Insight and Innovation’ department, with a focus on future products. The role naturally transitioned to leading the Design Communication team, defining the design DNA across the portfolio and communicating the stories behind the portfolio of Nokia and Microsoft products and services.

I started my digital career as an Art Director at Leo Burnett’s Advertising Agency, leading a team of designers working on innovative, digital, below-the-line advertising campaigns for major brands, including Coca-Cola, Fiat, Alfa Romeo, Mars, Kellogg’s, Procter & Gamble, and McDonald’s. My team achieved a 100% success rate pitching for new business.

In summary, I have over thirty years of experience in design, branding, and product development. I have been privileged to design for world-leading brands and work with thought leaders. This has enriched my experience, given me a diverse portfolio, and provided a profound knowledge of the design industry.