Leadership with Calm.
Strategy with Focus.
Driving clarity in complex digital environments, I bring calm leadership and focused strategy to align people around one product vision, clear journeys and a roadmap teams can act on. Commitment stays high as delivery moves forward, with measurable outcomes like NPS, adoption and conversion.
20+
Years of Experience
in Digital
18+
Years in
Leadership
Roles
+27
Net Promoter Score on Key Journeys
+30%
Faster
Delivery
Speed
Digital Leadership & Advisory
I build and scale UX, UI, Service Design and Research teams, from startups to enterprises worldwide. Mentoring, clear roles and decision routines keep delivery aligned, fast and outcome-focused.
AI-powered
Product Innovation
I translate AI opportunities into real product value, shaping validated use cases into AI-powered services that enhance journeys and personalisation - with smart tools supporting discovery and evaluation.
Digital Experience & Product Strategy
I lead co-creation with users and stakeholders to define product strategy, a concrete north star and product vision that connect journeys, features and KPIs in a way teams can act on.
Great products start with user-centric discovery. I shape clear direction, drive product innovation and lead teams with focus, so digital services feel simple, valuable and genuinely enjoyable to use, with real business impact.
What I do
01
Listen and Understand
We start by listening to stakeholders, customers and teams. I want to understand goals, constraints, and where digital products create friction or real value.
02
Focus on the Right Problem
Together we map key journeys, services, and touchpoints. Everyone sees the same picture, so discussions move from opinions to a shared view of the experience.
03
Shape North Star and Product Vision
Focusing on users and the business model, we define a north star, product vision, and priority journeys across channels that teams can deliver against.
04
Explore, Test and Learn
Together we explore opportunities, define assumptions and test them quickly. We use prototypes to validate ideas early with real people and reduce risks.
05
Turn Direction into a Roadmap
Working side-by-side with product, engineering, and data, we turn decisions into roadmaps, concepts, and designs that fit the organization.
06
Deliver, Improve and Scale
After launch we track NPS, adoption, conversion, and feedback. Together we decide where to refine, which next opportunity to seize, and where to scale.
A simple loop keeps discovery close to delivery. Strategy, AI-supported innovation and leadership stay connected, so teams closely align, decisions stay evidence-based, and impact stays measurable.
How I work
Case Studies
Human impact meets business outcome: Selected case studies showing how a user-centric and business-focused approach drives both customer love and clear commercial success.
About me
I am a digital experience and product leader with deep expertise in complex environments, from global automotive groups to fast moving digital businesses.
Over the years I have built and guided high-performing UX and product teams and helped companies launch digital services that people trust and enjoy using every day.
I am happy to bring in my expertise and support your organisation, from early-stage startup to global enterprise, building products people genuinely love and rely on.
Companies I have worked with
