Head of Product · Entelechy Academy Ltd
2020 – 2026 · SLT · B2B SaaS, character assessment & team analytics
- Member of SLT, responsible for overall product strategy, roadmap, and execution for a disruptive HR-tech platform.
- Led a team of 2 Product Owners, design, data & insights, and DevOps.
- Drove user adoption by 500%; reduced DevOps costs by 30% MoM; improved time-to-launch by 50%.
- Owned roadmap, prioritisation, and stakeholder communication across leadership and the wider business.
- Implemented in-app subscription flows and SaaS pricing tier architecture.
- Led event tracking implementation using Segment and PostHog; built user subscription modelling from scratch.
- Managed RFP for offshore development team; led hiring of onshore team.
- Used market insights and competitor analysis to shape KPIs and inform roadmap decisions.
- Participated in sales discovery meetings and investor engagements.
Head of Design · Entelechy Academy Ltd
2019 – 2020 · Design lead, foundational UX and visual language
- Joined as design lead to define the product's visual language and UX foundations ahead of broader scaling.
- Led the creative team through early-stage product iteration, establishing design systems and a human-first approach to complex data and insight presentation.
Design & Product Director · Folio Mirrors Ltd
2017 – 2020 · Interactive touchscreen mirror startup · 0-to-1
- Led product development and ownership integrating ML face recognition and AR across hardware and software.
- Developed three MVPs across retail, beauty, and fitness verticals.
- Managed product strategy from concept to market launch (0 to 1); achieved revenues of £200k+ YoY.
- Shipped 30 units globally in 18 months — Footlocker retail activation, Clinique beauty activation, Condé Nast New York activation.
- Ensured product flexibility across deployment environments: standalone Linux application and browser-based web app.
- Hands-on across rapid prototyping, developer collaboration, sales events, and investor demos.
Creative Director & Director · MSDC
1996 – Present · Design and brand strategy agency
- Led creative and strategic direction for clients including Telefónica, Rio Tinto, Hammerson, and Four Seasons Hotels.
- Managed regional below-the-line campaigns for property firms across Liberty Romford, The Bentall Centre Kingston, Shires Leicester, and others.
- Led multi-stakeholder projects for shopping complex launches, working with asset management and marketing teams.
- Grew the business through hiring and nurturing talent across design, client services, and support.
- Led accounts representing in excess of £10m annually.
- Dedicated pro bono creative work to Darent Valley Hospital's charitable campaigns (Little Buds, The Lollipop Appeal).