Experience and case studies
From over 10 years leading teams, departments and businesses
Experience overview
Executive-level, product, design and business leader with a proven track record of driving scalable and sustainable growth, revenue and innovation across businesses of all sizes. Strategic leadership through innovative methodologies Devising and implementing strategies, frameworks and processes that leverage deep knowledge in data-driven, test-and-learn and customer-business balancing practices to drive continuous improvement and repeatable results. Wide-reaching expertise With a diverse background of experience, I excel in driving cross-departmental and cross-organisational collaboration strategies to maximise business output. My experience spans a number of leadership roles across business founder, business leader, product leader and design leader, encompassing multiple industries and business types. As well as wide-ranging roles in agency, contracting and consulting environments.
On this page, you will find a breakdown of some of my key roles and a selection of projects and initiatives I led whilst in those roles. (To respect NDAs and privacy, precise numbers and some details have been redacted. For detailed case studies please contact me.)
Experience and case studies
Current
Consulting:
Business, strategy, product and design
- Consulting across business launches & growth; product development; and market expansion.
- Guiding companies through complex business challenges; new product launches; revenue & product optimisation.
- As well as end-to-end development for a number of ventures.
Case studies:
Making an AI product profitable
Go-to-market strategy, solving complex monetisation in a competitive niche. Optimised UX, product differentiation, retention and revenue generation.
Launching a scalable EduTech product
Market entry strategy and future expansion roadmap for an EdTech platform including scalable growth and automation opportunities.
ULTRAmatt: Growing a photography brand
Personal venture, end-to-end development.
Establishing grounding for a growing photography brand with baked-in monetisation.
Welcome page
ULTRAmatt
Image gallery
ULTRAmatt
About page mobile and desktop
ULTRAmatt
RVU
Senior Leadership Team, Product Design Lead
- Setting business, product and design strategy for multiple household brands with millions of customers.
- Led business change on an international scale, with strategy overhauls for B2C and B2B verticals and product development process innovation.
- Established frameworks and processes that drove significant, sustainable business growth.
Case studies:
Creating a cross-company strategy for 4+ household brands
Setting highly effective business, product and design strategies that span multiple businesses, leveraging each business and brand's strengths.
Fuelling innovation and financial growth with a proof-point-driven and KPI-optimised strategy
Overhauling business execution with Testing Mindset-oriented strategy and processes.
Strategic overhaul of organic acquisition, generating scalable xxx% growth
How restructuring a team, crafting and implementing new processes and internal tooling led to xxxx% productivity increases and xxx% acquisition growth, generating strategies that were rolled out across multiple businesses.
Simultaneously driving immediate £xxM-revenue and sustainable long-term financial growth through paid channel optimisation
Leveraging organic success to drive immediate revenue uplift, expanding upon scalable processes and again rolling out success across multiple businesses to generate long-term success.
Triage project hero image
RVU
Selection of product innovations
RVU
Cross-brand product optimisation
RVU
Paid channel overhaul: B2B sample
RVU
flex Money and flex Agency (now flexperts)
Chief Design and Product Officer, Co-Founder and Director
- Co-founded a FinTech startup revolutionising access to finance for the low-income and financially excluded.
- Created and led execution on go-to-market strategy and product roadmap for a novel technology within a complex regulatory landscape.
- Led design, UX and product across the core flex Money business and the offshoot flex Agency. Created and led execution on business strategies, seeing core business through multiple funding rounds and scaling to team size of 10+ people.
Case studies:
Devising a strategic pivot to achieve sustainable growth
Capitalising upon internal expertise and market visibility to fund development, and strategising a transformation into a revolutionary agency.
Generating positive unit economics by disrupting the competitive FinTech market
Using targeted innovation to power a unique business model, stand out from the competition and create a product customers wanted.
Acquiring investors, customers and partners, all in one ecosystem
Building an agile ecosystem to respond to changing business needs, across funding rounds, beta launches and growing partnerships.
From 0 to beta to 1.0, all in low code - pioneering a cost-effective launch
How utilising emerging low-code tech allowed for increased scope and reduced timelines, even with limited development resource.
flex hero with low-code app and cards
flex
flex website pre-launch acquisition-optimised redesign
flex
flexMoney banking app, with partner integrations
flex
flexSteps innovative user-centred financial journeys
flex
flexTogether online platform
flex
App UX overhaul
flex Agency for Tap
Tap rebrand and website redesign
flex Agency for Tap
User acquisition overhaul
flex Agency for Tap
Pockit (FinTech)
Product Designer (leading design and UX disciplines)
- Founded the UX function, driving app, web and internal products, brand and user-centred design growth during a period of rapid expansion.
- Spearheaded major product initiatives and product launches, driving significant revenue growth and exceeding KPIs.
- Led and grew design function and multidisciplinary team.
Case studies:
Maximising business productivity through multi-disciplinary teams and work-streams
Restructuring teams and project working groups for increased collaboration to drive increases in quality and efficiency.
Growing a customer base from 70k to 1M
Leading on product and acquisition initiatives that included: a new onboarding and sign-up flow on web&app, rolling out innovative partner-based acquisition, and increasing efficiency across all marketing channels.
Attaining business efficiency whilst creating an aspirational brand
How a brand and card refresh led to scalable £xxk recurring monthly savings through efficient process, systems and card design.
Creating developer autonomy and saving >20% development time
How an app refresh inspired a design system and process overhaul; leading to massive, lasting productivity increases and vastly reduced QA rework.
Converting legacy web users to profitable app users
Utilising a web refresh to increase user profitability, whilst supporting rebrand and acquisition goals.
App redesign and new feature launches across iOS and Android
Pockit
User-centred brand refresh and card redesign
Pockit
Website redesign and desktop-user acquisition overhaul
Pockit
Marketing update, across digital and physical
Pockit
Signup and onboarding overhaul
Pockit
Design system and component library
Pockit
Prior experience summary:
Contracting, consulting, agencies and mobile games
Various roles across:
- Design/marketing agencies (including HAVAS);
- Contracting and consulting in full-stack design, product & strategy;
- Role for a multinational retailer (Marks & Spencer) spearheading, owning and managing in-store digital innovations;
- A self-founded company in the mobile gaming sector.
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