My Leadership Approach
I build high-performing teams by balancing strategic foresight with operational rigour. I specialize in scaling design organizations that prioritize risk mitigation, accessibility, and cross-functional alignment to drive commercial success.
The Pillars of My Approach
1. Strategic Vision & Risk Mitigation
I treat design as a primary driver of business value. By identifying commercial opportunities and mitigating revenue, legal, accessibility, and safety risks early in the lifecycle, I protect the company while delivering value to the user.
Key impact:
Increased 94% ad impression incorporating research insights at the Discovery process, identifying the risk of creating wrong solutions.
Increased engagement by 30% on Home Redesign, aligning with our north star metric in reading time and long-term retention.
Reduced time on Accessibility Audit report in over 3-year report cycles by integrating accessibility audits into the core design sprint.
2. Design Excellence & Scalable Quality
I establish Design Principles and Governance Frameworks that allow for high team autonomy without sacrificing brand or UX consistency. I move the focus from "pixel-polishing" to "elevating strategy."
Key impact:
Increased design velocity by 24% through the implementation of a shared Library & Design System and standardized critique patterns.
3. Cross-Functional Operational Excellence
I design organizational structures that bridge the gap between Product, Engineering, and Design. I ensure Design has a seat at the table when defining the product roadmap.
Key impact:
Successfully transitioned a team of five designers from a service model to an embedded product-partner model.
4. People-First Leadership
I believe transformation is only successful if the team is healthy. Using Radical Candor, Capability Mapping and Career Ladder, I align individual career goals with company needs.
Key impact:
Maintained a 71% team retention rate over three years by fostering a culture of psychological safety and clear career progression paths.