Curriculum Vitae

Design has always been my discipline. Helping organisations understand complexity, imagine new possibilities and shape change has become my profession. Over the past three decades, I have worked with some of the world’s leading technology, healthcare and automotive organisations, bringing together strategy, creativity and leadership to solve complex challenges and create experiences that improve how people interact with products, services and organisations.

Experience

Ford Motor Company

Design Communication Director

Ford Design of Europe

2025 – Present

Promoted to establish and lead Design Communication across Ford of Europe, following the successful evolution of Human-Centred Design capabilities within the organisation. I created the vision and approach for Design Communication, connecting Ford Design disciplines with marketing, creative agencies and business teams to ensure future products, services and experiences are communicated with clarity, emotional impact and strategic intent.

I work across exterior, interior, colour and materials, experience and digital design, engineering and brand teams. I translate complex design thinking, customer insight and innovation into compelling narratives that align stakeholders and communicate not only what we are creating, but why it matters to customers.

Design and Brand Experience Director

Ford Human-Centred Design Studios

2020 – 2025

I played a key leadership role within Ford’s global Human-Centred Design (HCD) studios, a multidisciplinary innovation capability created to explore and shape future products, services and mobility experiences that would enable Ford to differentiate in an increasingly competitive and rapidly evolving industry. As a member of the HCD leadership team, I helped build a collaborative design practice bringing together designers, researchers, strategists, engineers and business leaders to address complex challenges, identify new opportunities and create compelling visions for Ford’s future.

My focus was transforming complex ideas into clear, compelling visions that enabled stakeholders to understand opportunities, make decisions and move confidently towards the future. Through storytelling, strategic communication and experience design, I helped teams bring ambitious concepts to life and create alignment across the business.

Working across passenger and commercial vehicle programmes, services and emerging mobility ecosystems, I helped teams move beyond traditional product thinking towards broader solutions centred around people’s needs, behaviours, pain points and experiences. I also developed proposals and structures that enabled Human-Centred Design capabilities to become more deeply embedded across Ford Design, supporting the wider adoption of design-led approaches, tools and ways of working throughout the organisation.

Babylon Health

Director of Brand and Design

2018 – 2020

I joined Babylon Health during a period of rapid growth and transformation, with responsibility for translating the company’s ambition to change the future of healthcare into a clear brand, design and experience vision. I defined the design principles, creative direction and experience strategy needed to bring Babylon’s mission to life, creating a connected and human-centred approach across digital products, communications and physical brand touchpoints.

I developed a scalable design language and component library that enabled consistent execution across global markets, providing the foundations for a cohesive brand experience across digital platforms, marketing, communications, sales and customer interactions. Working across product, technology, marketing and leadership teams, I helped embed human-centred design principles throughout the organisation, ensuring accessibility, inclusion and customer needs were considered as fundamental elements of the experience. As a member of Babylon Studios, I provided thought leadership to help establish a stronger design-led culture, transforming an ambitious healthcare vision into tangible experiences that could be understood and delivered across the organisation.

Vodafone Group Design

Design Director

2017 – 2018

I joined Vodafone Group Design during a period of digital transformation, working with the Global Creative Director to shape future customer experiences and strengthen the organisation’s design capability across global markets. Together, we developed the design vision and approach for evolving Vodafone’s digital services, including the future ‘My Vodafone app’ experience. Through concept development, prototyping and storytelling, I helped transform complex ideas into tangible experiences that enabled stakeholders to understand, engage with and adopt new approaches.

Alongside the Global Creative Director, I played a key role in building Vodafone’s internal design team, helping transition from an agency-led model towards a stronger in-house capability. I supported the growth of the team, established ways of working and helped create the foundations for a more consistent global design practice. Working across designers technology teams and business stakeholders, I helped drive greater consistency and coherence across 30 markets, supporting digital experiences used by more than 420 million customers worldwide.

Microsoft

Design Director, Windows Application Studio

2014 – 2016

I worked across design, product and technology teams to shape customer experiences for new capabilities within the Microsoft application ecosystem. Focusing on the integration of 3D capabilities across applications such as PowerPoint and Word, I developed the experience vision, defining how customers would understand, use and benefit from bringing 3D content into everyday tools. Alongside the product experience, I shaped the wider customer journey, designing communication touchpoints including digital experiences and marketing platforms to build awareness and demonstrate the value of these new capabilities.

Microsoft Phones

Design Strategy and Communication Director

I transformed how design was perceived across Microsoft Phones, moving it from a specialist discipline into a strategic partner connected with marketing, sales and product teams. I mapped stakeholder relationships across the organisation and created stronger connections between design intent, product strategy and customer communication.

Through design stories, product roadmaps and communication materials, I helped teams understand and articulate the thinking behind future products and services. Working with global teams and external partners, I created compelling narratives and visual experiences that communicated Microsoft’s mobile vision, building confidence and excitement around future product experiences in a highly competitive market.

Nokia Design

Creative Lead / Art Director

2005 – 2014

I joined Nokia Design at a time when the expanding product portfolio had created a need for greater consistency and coherence across a global design organisation. Working with a small strategy team, I helped define Nokia’s design DNA, creating the principles, tools and frameworks that enabled a consistent design language across a diverse portfolio of products and services, from entry-level devices to flagship experiences. I translated strategic design principles into practical guidance, developing design frameworks, digital tools and communication platforms that enabled more than 600 designers across global studios to create products that felt connected by a shared vision.

As the approach matured, my role evolved into communicating design intent through storytelling, workshops and strategic narratives that supported product development from early concepts through to final experiences. I became a bridge between designers, business teams and stakeholders, helping people understand not only what was being designed, but why it mattered.

Earlier career

Art Director Leo Burnett Advertising Agency

1999 – 2005

Developed brand and digital experiences for global clients including Coca-Cola, P&G and Fiat, creating integrated digital campaigns across emerging online channels.

Creative Lead and Project Manager Engage Works

1994 – 1999

Created immersive brand and exhibition experiences for global clients including BMW, Ford and Opel as well as major public projects including the Millenium Dome.

Guest Lecturer Royal College of Art

1996 – present

Sharing industry expertise in design strategy, communication and creative leadership to graduating students.

Silversmith Juul Sølv Gallery, Kittilä, Lapland

1991 – 1992

Early creative practice exploring craft, materials and cultural experience.

Core expertise

Business design and transformation

Design strategy and vision

Human-centred design

Service and experience design

Organisational change and capability building

Stakeholder alignment and facilitation

Design communication and storytelling

Design systems and frameworks

Creative leadership

Education

Royal College of Art

MA Applied Arts in Goldsmithing and Silversmithing

1992 – 1994

Manchester Metropolitan University

BA Product Design

1987 – 1990

University for Creative Arts

Diploma in Foundation Studies

1986 – 1987