● Directing the design and experience strategy for BAT’s global product portfolio, ensuring seamless integration of physical and digital touch points. ● Championed design innovation across consumer products and brand experiences. ● Recruited and led high-performing design teams between UK and China, fostering a culture of creativity, passion, and design excellence. ● Defined and implemented a design strategy for the GLO brand, spanning three categories, receiving outstanding consumer feedback and increasing market share & revenue growth. ● Elevated the overall product experience, ensuring user-centered innovation and execution. ● Cultivated strong cross-functional relationships with R&D, Marketing, and Insights, while optimising product execution with strategic partners. ● Secured numerous patents through creative and lateral thinking practices, reinforcing BAT’s position in design innovation. Regularly presented at senior forums and board meetings, influencing strategic design direction.

● Responsible for pioneering new concept development across feature phones and smart devices under the Nokia brand. ● Spearheaded innovation-driven programs, seamlessly integrating physical and digital experiences to enhance product ecosystems. ● Designed the iconic retro Nokia 8110 (“Banana Phone”), revitalizing a classic for the modern market. ● Led the development of the best-selling Nokia 105, surpassing 85 million units in sales globally & played a key role in launching Nokia’s first wave of premium smart devices, including the Nokia 6, 7, and 8. ● Ensured seamless cross-functional collaboration, aligning product vision across design, engineering, and marketing. ● Engaged closely with mechanical engineering teams at Foxconn and leading ODMs in China, ensuring design intent was preserved through production.

● Established and led a multidisciplinary design consultancy specializing in product, furniture, and packaging design. ● Overseeing all aspects of the business from strategic direction and client acquisition to project execution and financial operations. ● Developed and nurtured relationships with global brands, delivering innovative design solutions for companies such as Joseph Joseph (homewares), Kohler (ceramic goods), Bowers & Wilkins (automotive audio), and Blackstar (guitar amplifier strategy). ● Successfully collaborated with Smart Design and Ford on an urban mobility initiative, shaping future-forward transportation solutions.

● Led industrial design programs for a diverse portfolio of premium sector clients, driving innovation and shaping compelling consumer narratives that supported strategic brand positioning. ● Specialized in high-end audio design, leading key programs for Bowers & Wilkins, ensuring a balance of aesthetics, engineering, and acoustic excellence. ● Designed for top-tier brands including LG, Bang & Olufsen, Hewlett-Packard, and Bowers & Wilkins, delivering innovative solutions aligned with their brand ethos. ● Recognized with multiple iF and Red Dot Design Awards for work on Hewlett-Packard and Bowers & Wilkins products.

● Pioneering member of Cisco’s newly established Consumer Group, driving the company’s expansion into the audio and video product market. ● Established design processes and capabilities, shaping the strategic design direction for wireless devices, home network audio, and nextgeneration Flip Cameras. ● Led cross-studio collaboration between Copenhagen and U.S. design teams, ensuring creative alignment and innovation across global markets. ● Partnered with Foxconn to transition concepts into mass production, ensuring design intent was preserved throughout the development process.

● Led design programs for international clients, driving meaningful differentiation through strategic and user centered design. ● Managed projects across consumer electronics (Samsung, LG, i-River and Toshiba), furniture, and aircraft seating (British Airways). ● Delivered market-leading design solutions by blending aesthetics, functionality, and brand strategy. ● Key contributor to the British Airways Club World seat, delivering a pioneering design that transformed long-haul business class travel by integrating privacy, comfort, and innovation. ● Transportation solutions.

● Designed innovative kitchen products and consumer electronic devices for the North American market (Metrokane, Sirius, and Kikkerland). ● Bobble opener design featured in the MoMA Design Store in San Francisco, highlighting excellence in contemporary product design.