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.
What I bring.
- Ecommerce design
- Mobile-First Design, UX/UI Design, Wireframing, Conversion Rate Optimisation
- CRM
- Email Marketing, Automated Email Flows, Customer Journeys, Paid Social Creative, Display Advertising, Amazon A+ Content
- Content & imagery
- Image Manipulation, Lifestyle Imagery, AI-Generated (Product) Imagery, Art Direction, Photoshoot Planning, Digital Asset Management
- Platforms & tools
- Adobe Creative Cloud, Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Adobe After Effects, Figma, Magento 2, Adobe Commerce, Hyvä, Klaviyo, Ometria, Cloudinary (DAM), Excel, Word, Trello
- Project delivery
- Creative Project Management, End-to-End Project Delivery, Stakeholder Management, Cross-Functional Collaboration, Design QA, Developer Handover, Brand Guidelines, Campaign Planning
In-house, and proud of it.
ValueLights, Irlam
- Planned and delivered seasonal campaigns, product launches and key trading moments across website, CRM, paid media and organic social.
- Designed and built responsive homepages, landing pages, content blocks and product carousels directly in Magento 2 and Hyvä.
- Created website concepts, wireframes and responsive layouts in Figma, applying UX/UI principles to develop commercially focused customer journeys.
- Led the migration from Ometria to Klaviyo, rebuilding retail and B2B campaign templates and automated welcome, browse abandonment, basket abandonment and post-purchase journeys.
- Produce weekly and monthly CRM performance reports.
- Created static and video assets for paid and organic social, adapting campaigns across placements, formats and audiences.
- Retouched product and lifestyle photography and create ecommerce composites, Amazon A+ content and multi-channel assets using Adobe Creative Suite.
- Used AI-assisted workflows to generate commercial product and lifestyle imagery, create product variations, extend backgrounds and accelerate production.
- Planned seasonal photoshoots, contribute to art direction and ensure imagery meets ecommerce, CRM, paid media, social and PR requirements and budget.
- Conduct creative and technical QA across Magento and Klaviyo, identifying responsive layout, caching, product feed, event tracking and dynamic image issues.
- Collaborate with the Buying Team to create commercially effective home and garden packaging aligned with brand and sustainability requirements.
- Delivered the Minisun Trade to ValueLights Trade rebrand across website, CRM and customer communications.
- Led a ValueLights brand refresh covering colour, typography, tone of voice and campaign design, and created company-wide photography guidelines.
- Previously managed and mentored a Graduate Designer, supporting their development and coordinating project delivery.
LSE Retail Group Limited, Eccles
- Developed creative concepts and designs aligned with commercial briefs and brand guidelines.
- Presented design concepts to stakeholders, incorporating feedback through to final approval.
- Collaborated with creative and marketing teams to deliver consistent multichannel campaigns.
- Worked with external suppliers, including printers, to deliver production-ready artwork.
- BA (Hons) Interior DesignManchester Metropolitan University · 2017
- BTEC Art & DesignWalkden College · 2014
- HTML & CSSXChange Training · 2023
- HTML & CSS Advanced TrainingXChange Training · 2023
