Experience

With 19+ years across brand, design, and production, I create compelling brand stories that connect strategically and visually. I’ve led identity work for global brands and start-ups, delivered award-winning creative, and built agency-level capability in-house. Clear-thinking, collaborative, and hands-on, I turn complex challenges into stand out, high-performing brands.

Group head of brand - BT Group

I currently lead brand strategy, design, and management across BT Group’s entire portfolio including EE, BT, Plusnet and BT group brands. In this transformative and strategically vital role, I’ve spearheaded the evolution of the Group’s brand architecture and identity systems to reflect our broader business strategy. I’ve clearly defined distinct role of each brand, ensuring they deliver their purpose with clarity, creativity, and commercial impact.

A core part of my leadership has been unifying previously fragmented teams spanning brand, design, strategy and digital accessibility into a high-performing, multidisciplinary function. This group combines deep in-house expertise with key external agency partners. I’ve championed a culture of creativity, innovation, and collaboration that consistently delivers world-class brand experiences and award-winning design systems.

I also oversee the development and evolution of our brands design systems developing unique ways to use brand assest across all touchpoints including digital, retail and base. I manage a substantial budget, and ensure visual and strategic coherence across all communications and customer touchpoints.

Director of brand and creative - OYO UK

In a fast-paced, high-growth environment, I was recruited to establish and lead OYO’s brand and creative function across the UK and India setting the strategic and creative direction for the brand during a critical growth phase. My mandate was to build the entire brand and creative team from scratch, establishing its structure, processes, and workflows whilst recruiting a diverse, multidisciplinary team capable of delivering world-class brand and design projects.

Within just two months, I designed and implemented a fully operational brand and creative department, seamlessly aligned with OYO’s aggressive expansion plans and business objectives. Under my leadership, the team developed, innovated and managed the company’s complete brand system including brand positioning, tone of voice, visual identity, and design standards ensuring consistency and impact across all customer touchpoints.

The brand and creative function I built went on to conceptualise, design, and execute all marketing campaigns, sales collateral, training materials, internal communications, events, hotel interior branding and comprehensive brand guidelines. Responding to a business need, I also established and grew OYO’s social media team, launching the brand’s social
presence in the UK across multiple channels growing its followers from zero to thousands and achieving exceptional engagement rates.

Brand creative manager - Virgin Media

In this senior leadership role, I was responsible for the overall strategy, operations, and creative output of Virgin Media’s award-winning in-house studio. I built a creative centre of excellence within the business expanding the studio’s remit, increasing cross-functional engagement, and delivering over £10M in annual agency cost savings.

As part of the brand leadership team, I helped shape the direction of the Virgin Media brand leading inductions, reviewing agency work, and contributing to strategic brand decisions. I led a multidisciplinary team of designers, copywriters, animators, and artworkers, delivering creative across all areas of the business, including consumer, corporate, and sponsorship.

My remit spanned the full project lifecycle from briefing and creative strategy through to execution, production, and supplier management. Under my leadership, the studio consistently outperformed external agencies, becoming a trusted, high-performing creative partner across the business.