I started in design.
Then data changed everything.
My career began in traditional graphic design and communications — building brands, designing for print, learning the craft of visual communication properly before the digital shortcuts existed. That foundation matters more than people realise: understanding hierarchy, composition, and why things feel right is what separates effective CRO from cargo-cult button-colour testing.
The shift into digital was gradual and then sudden. I spent five years at a creative agency working across web, UX, and brand before moving in-house and discovering that the most interesting problem in any business isn't "does this look good" — it's "does this convert, and why."
That question has driven everything since. I've led CRO and web strategy at a FTSE-listed fintech group, managed experimentation programmes across multiple 7–8 figure DTC brands simultaneously, and built hundreds of pages that were designed from the first pixel with conversion in mind rather than retrofitted with it as an afterthought.
I'm based in London and work with brands worldwide. I take on a small number of clients at a time — not because I can't handle more, but because the work is better when I'm not stretched across twenty accounts.