About me.
make a
difference
Skills and experience that
Creativity should go far beyond words and pictures; it needs to solve genuine business challenges. I connect brands with their audiences through purposeful storytelling and persuasive calls to action, focusing on creating the 'pause moment', that critical instance of genuine attention in a world of constant noise. My approach is data-backed and performance-assessed, guaranteeing every project delivers real-world, visible impact, turning attention into value and vision into value.
Core
strengths.
Aligns creative excellence with clients’ business objectives to deliver results and campaign success..
Creates the
‘pause moment’
in a crowded media landscape, capturing attention and provoking a strong audience response.
Translates client briefs into audience-focused creative solutions that drive brand engagement and commercial outcomes..
Uses a strategic, data-aware, performance-assessed approach
to ensure
measurable impact..
Focuses on connecting brands
to audiences
through purposeful storytelling and persuasive calls
to action..
Experienced manager who fosters project ownership and leads colleagues toward creative excellence, mentoring talent from junior to senior levels.
Skills.
Creative and strategic
leadership
Creative direction
Art direction
Brand strategy
Campaign development
Content creation
Brand storytelling
Design thinking
Pitches and presentations
Stakeholder management
Client-facing expertise
Commercial
and performance
ROI generation
Increasing sales uplift
Loyalty sign-up acquisition
Performance analysis
Brand awareness
Audience engagement
Campaign execution
and delivery
Campaign theme concepts
Scamping and visualisation
Headlines and short-form copy
Retail activations
Advertising campaigns
Point-of-sale design
Email marketing
Social media content creation
Editorial design
Mood-boarding and stimulus
Team
leadership
Project management
Collaborative ideation
Career progression of direct reports
Active listening
Emotional intelligence
Software stack.
Design
applications
Adobe Photoshop
Adobe InDesign
Adobe Illustrator
Adobe XD
Adobe After Effects
Adobe Acrobat
Affinity Studio
GenAI
tools
Adobe Firefly
Google Gemini
Midjourney
ChatGPT
Claude
Wispr Flow
Collaboration
and workflow
MS Office 365, Slack, MS Teams, Zoom,
Screendragon and Ziflow.
30 years’
experience.
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Led creative strategy and output for Shell UK and Global, including Shell V-Power, Shell Café and Shell GO+ Rewards, delivering campaigns that drove fuel sales uplifts, loyalty acquisition and brand consistency across fuels and convenience retail. Championed GenAI adoption to cut studio production time by 60%, improving agency margins and accelerating delivery to clients. Directed creative for Bowmore Whisky, Viagra Connect and Starbucks while managing a studio team and leading pitch presentations.
Secured client buy-in on 30+ campaigns through high-fidelity scamps and concept development, shaping brand messaging and visual direction that consistently delivered measurable ROI against key performance targets.
Directed 20+ major rollouts (print, digital and experiential), leading cross-functional teams to maintain brand integrity and creative standards across campaign execution.
Achieved 1.05 million sign-ups within 28 weeks of launch for Shell GO+ Rewards, co-developing the 3D visual identity with the creative director and scaling the new brand across point-of-sale, digital campaigns and the Shell App.
Cut storyboard production time by 65% (10 days to 3.5 days) using Google Gemini to ideate and storyboard Shell V-Power staff training videos, devising an upscaling workflow and completing the project under budget and ahead of schedule.
Led the creative pitch that won point-of-sale production for Viagra Connect’s airport duty-free presence, devising, creating and executing the ‘Confidence Packed’ theme in collaboration with the strategy team.
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Directed campaigns for B2B and B2C clients from concept through development to final execution, translating brand objectives into visual systems. Developed brand personas, style frames and brand guidelines to ensure consistency across all campaign touchpoints.
Led Vision Express brand rollout across 550 stores, transforming visual identity for point-of-sale, in-store marketing and direct mail over 3 months.
Delivered Aston Barclay’s brand relaunch within a 3-week deadline, directing creative across all design touchpoints and managing production and stakeholder alignment.
Created a series of email CRM templates for Spear & Jackson, using wireframes to secure fast client approval and a modular approach that allowed customisation on each broadcast and promotion.
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Senior Designer, Stocks Taylor Benson, Aug 2016 – Nov 2018 Translated client briefs into design concepts and established clear visual direction for print and digital campaigns.
Led a major pitch to Neff, creating digital and in-store activations throughout the customer journey to strengthen the brand proposition with a series of culinary-themed concepts.
Revitalised Herbalife’s social media with a lifestyle-focused content strategy, driving measurable engagement growth and stronger audience alignment.
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Led front-end design for a £175k pan-European e-commerce platform, developing mobile-first wireframes and design systems that unified 5 European offices.
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Co-founded and managed a creative consultancy delivering brand and digital solutions for clients in the health, arts and public sectors.
Executed a multi-stage social media campaign for Water Babies the Musical, supporting a £1m launch at Curve Theatre, Leicester. Impact: Campaign contributed to a sold-out five-week run.
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Art Director – freelance, Agencies and clients, London, 2007 – 2012.
Senior Graphic & Digital Designer, TGV Design & Marketing, London, 2000 – 2007.
Middleweight Creative, KWL Advertising (UK), London, 1996 – 2000.
The A-Z (almost!) of brands I’ve been privileged to work with and help turn vision into value for over the last 30 years.
And when I’m not on the clock…
…I'm usually navigating the beautiful chaos of blended family life with my wife and two stepsons. My passion is rugby, being a avid rabid Leicester Tigers supporter and ex-player. I also love gardening, making my own lip-smacking kefir and lifting heavy stuff at the gym – big collector of Swooshes ✔
