EXPERIENCE
A decade of doing.
Across consultancy and in-house, working alongside end users, C-suite leaders, and teams at the edge of healthcare, finance, retail and technology.
Principal Lead, Service Design & Strategy BYND 2023 — · London, UK
- Scaled CX transformation across 8+ markets for a pharmaceutical client, securing executive alignment and driving strategic service implementation for the commercial launch of advanced therapies.
- Architected a service design strategy with AI-enabled workflow capabilities, creating new propositions that generated £3m+ revenue opportunities across three industry sectors.
- Coached and mentored cross-functional teams to build internal service design maturity and capability.
Associate Design Director / Service Design Lead Publicis Sapient 2021 — 2023 · Copenhagen, Denmark
- Delivered a go-to-market framework and training for a pharmaceutical client, enabling global-to-local customer strategy execution through a three-phase transformation programme.
- Created an accelerator programme for a retail client, piloting 10+ initiatives and achieving a 25% faster turnaround through CX and operational innovation.
- Established the Nordic service design practice and a new market proposition.
Senior Service Designer YOOX Net-a-Porter Group 2019 — 2021 · London, UK
- Built a comprehensive Returns Programme that made customer experience measurable and reduced return-related costs by 10%.
- Established dynamic design guidelines tailored to category- and market-specific needs through a consistent brand experience.
Senior Service & Interaction Designer Fjord, Accenture Interactive 2015 — 2019 · London, UK
- Led research to inform the expansion strategy for a global healthcare provider entering new markets.
- Optimised the corporate employee experience by implementing a framework that drives behavioural change within a public sector organisation.
- Reimagined social-issue narratives to improve engagement with citizens, policymakers, and nonprofits.
IMPACT
The shape of the work.
10+
years experience
designing end-to-end products and services across consultancy and in-house teams
£30M+
revenue & efficiency gains
driven through systemic service innovations
14+
international markets
balancing global consistency with localised execution
6+
org transformations
coordinating commercials, data, operations, legal & support
8M+
users & teams
measurable lifts in conversion, satisfaction, and efficiency
10+
products shipped
delivered from concept to live operation and scaled adoption
A PERSONAL NOTE
I believe in Design Doing over Design Thinking — not because ideas don't matter, but an insight that never becomes action is just wasted potential. So if you've got a gnarly problem or a half-baked idea, let's make something happen.