A designer who reads
the sales figures.
I work across the full customer journey — from the first paid ad someone sees, to the emails that bring them back, to the product page where they finally buy.
I'm a digital designer with in-house experience across retail and lifestyle brands. My background covers CRM and email design — including Klaviyo flows and campaigns — ecommerce and landing page design, branding, art direction and campaign creative.
Working in-house taught me things agency work often doesn't: how trading calendars actually run, how design decisions show up in performance data, and how to keep a brand consistent when ten things launch in the same week.
I care equally about the craft and the outcome. A good email is beautiful and drives clicks. A good product page builds the brand and converts. That overlap — between visual taste and commercial thinking — is where I do my best work.
Outside of design, I'm happiest with a long walk, a strong coffee, and a shop window worth stopping for.
Four principles.
Start with the customer, not the canvas
Every design has a job to do for a real person on the other side of the screen. I design the outcome first, then make it beautiful.
Consistency is a feature
A brand earns trust by showing up the same way everywhere. I build systems, not one-offs — so quality holds at volume.
Commercial and creative aren't opposites
The best-performing work is usually the best-looking work. I don't trade one for the other; I look for where they meet.
Show the thinking
Good design decisions have reasons. I can explain every one in terms of the brand, the customer, or the numbers.
In-house, and proud of it.
Roles anonymised where needed — happy to talk specifics in conversation.
Retail & lifestyle brand · CRM, ecommerce, campaign
Homeware & interiors brand · Email, brand, art direction
Multi-brand retailer · Studio & production design
Tools & platforms: Figma · Adobe Creative Cloud (Photoshop, Illustrator, InDesign) · Klaviyo · Shopify · Mailchimp · Meta Ads · basic HTML/CSS for email.