About

Design leader. Roadmap-first. Hands-on.

Great working with leadership, and with designers.

For 15 years I’ve built and run product design teams — 8 as manager, 7 as an IC — across marketplaces, e-commerce, hospitality and insurance. Most recently, I led a team of 5 owning Cart, Checkout, Order Tracking and Reordering across 18 countries and 3 brands.

I’m good at finding the problem nobody owns, building the case for it, strategising, and winning the resourcing to go fix it.

And I’m relentless about turning that into a roadmap, not just a deck. On Order Tracking, one workstream cut cancellations by 9.9%; another added €8.7M in GMV via a 0.28% lift in orders per user — worth roughly 5,600 extra orders a day, over 2 million a year.

That roadmap discipline doesn’t mean stepping back from the work, though — I can pitch, direct, and still get into it myself where it matters.

Even though most of my job now is influence — I still love the pixels, copy, interactions and the small things. I’ve built AI into how I work for years now — it’s helping me move faster and think more critically.

That same instinct — caring about the details, not just the strategy — is what I try to build into the teams I run. I create cultures where designers are expected to shape the roadmap, not just execute it, and I’m good at growing the people who do that, and pretty good at winning the room when it matters.

And people often back what I bring them.