My motivation comes from the people. I don’t just lead teams; I build them. My superpower is spotting talent, finding the perfect blend of craft and attitude for a studio. 

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At Magnetic my focus was on building a team culture that felt human, inclusive, and genuinely curious. I’m proud to have helped shape the next generation of talent, identifying that essential blend of skill and attitude that keeps a studio feeling alive. Whether I was leading the charge on a brand pivot or coaching a designer through a tough pitch, I focused on standing shoulder-to-shoulder with the team, ensuring that our work wasn't just solving a brief—it was telling a story that people actually wanted to engage with.

For eight and a half years at Magnetic, I operated at the intersection of business strategy and human-centred design. I spent this time immersed in the world of innovation, helping global brands navigate complex digital transformation and new product development. My work was built on the core pillars of innovation—Desirability, Viability, and Feasibility—ensuring that every solution we brought to market was grounded in user needs and commercial reality.

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I specialised in rapid experimentation and digital product design, moving from initial hypothesis to live market testing with a focus on speed and evidence. Whether architecting digital service ecosystems, running lean prototyping sprints, or using data to steer product direction, I honed the ability to translate ambiguous problems into structured, functional reality. This deep background in innovation is the foundation of my creative process today; it ensures that the brands I build are not just aesthetically compelling, but are designed to perform, scale, and deliver genuine business value from day one.