I’m an Experience Design Director with over two decades leading design across London, Lisbon, and São Paulo. I specialise in building high-performing design teams, scaling design maturity, and embedding user-centered thinking into business and product strategy.

My work sits at the intersection of design leadership, operations, and strategic delivery. I help organisations use design as a catalyst for transformation, shaping vision, driving measurable outcomes, and enabling teams to collaborate with clarity and purpose. While my primary focus is leadership, I remain hands-on when it matters most, especially during pitches, early-stage concepting, and high-impact strategic initiatives.

My leadership philosophy is grounded in three principles:

People first
Empower, support, and grow multidisciplinary teams so they can do their best work.

Purpose-driven design
Connect design vision to business goals and ensure every experience delivers clear, measurable value.

Scalable excellence
Build systems, operations, and standards that enable consistency, quality, and sustainable innovation.

I thrive in environments where design, strategy, and operations converge — helping organisations unlock new potential and deliver meaningful customer experiences at scale.