About me
PROFILE
I'm a Kiwi-born Creative Director with 15+ years building integrated brand and campaign work for global consumer and entertainment brands — Unilever, PokerStars / The Stars Group, 888AFRICA. My work sits at the intersection of three things: commercial proof ( ROAS on Unilever's Persil Always-On programme, 40% of conversions from new and lapsed customers), rigour in complex and regulated environments (rebuilt homecare digital mandatories from 0% to 90% pass rate while embedded in Unilever's UK Homecare Digital Hub), and modern creative operations (engineered a proprietary Creative Prompt Framework at 888AFRICA, treating prompt engineering as art direction — cutting complex asset turnaround from weeks to days).
I originate brand platforms that scale, including PokerStars' "Road to Bahamas," the flagship live-event brand platform I built from concept up, which senior management mandated across the live-event series and remained in use years on. I came up through print and production design, and I still design daily. The hands-on craft is where the joy lives; the strategy, systems and leadership work is how I make sure good work ships at scale.
Currently open to senior Creative Director, Head of Creative and Design Director roles across permanent, contract and freelance engagements. Surrey-based, comfortable hybrid in London or fully remote.
SKILLS, SYSTEMS & TOOLS
Creative leadership — Creative direction · Art direction · Brand strategy · Brand identity systems · Campaign concept origination · Visual systems · Mentoring and development of creative teams
Performance & commercial craft — ROAS optimisation · A/B testing · Audience segmentation · Conversion-focused creative · Acquisition and retention strategy · Always-on campaign frameworks
Channels & disciplines — Digital · Social · Web · Print · Out-of-home · Live events · Brand activations · Packaging-adjacent (working with packaging leads on SKU and 3D-render accuracy) · Retail · Motion direction
AI, design tools & systems — Generative AI (Pencil, Midjourney, Adobe Firefly, Gemini Pro, OpenAI, Runway, DALL-E) · Proprietary Creative Prompt Framework design · Figma · FigJam · Scalable Figma component systems · Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects, XD) · Celtra · Sizmek · Creative X
People & inclusion — Cross-functional collaboration at scale (packaging, product, brand, SEO, e-commerce, copywriters, community management) · Workshop facilitation · U-Studio Ambassador (elected, two consecutive years) · Industry mentor, Brixton Finishing School (2022) · Learning & Development contributor
Accessibility — Public-sector inclusive design grounding · Formal accessibility workshops via Unilever digital mandatories programme · Working knowledge of WCAG principles
RECOGNITION
- Best Commerce Media Campaign, The Wires 2024 (Persil Always-On)
- Drum Marketing Award, 2022 (Persil)
- Digital Campaign of the Year, The Drum Awards (The Clean Edit / COP26)
- Unilever Purposeful Brands Growth Award, The Gathering 2020 (Cif EcoRefill)
- Best-in-Class Creative, recognised by Facebook (Comfort "Megatron" social asset, 2020 — designed and built in Photoshop and After Effects for paid media)
Skills
Art Direction, Branding, Creative Direction, Marketing Strategy