ABOUT ME.
ABOUT ME.
Driven by a passion for storytelling, innovation, and user-centric creativity, I bring strategic vision and insightful leadership across both agency and client environments. Beginning my career as a designer, I have evolved into a seasoned creative / art director, combining hands-on creative expertise with high-level strategic thinking. Alongside my creative leadership, I am also an accomplished brand strategist and former agency owner, enabling me to approach projects with a comprehensive understanding of brand development, business objectives, and commercial awareness. I specialise in shaping ideas into compelling, purpose-driven campaigns that build authentic brands, resonating with audiences, and driving sustainable growth.
About me
Experience / Employment
2020 - Present
2020 - Present
Creative Director
The Dairy Agency
A fully integrated brand agency that combined user-centric creativity with strategic ideation to drive commercial growth for clients. We specialised in building strong brands through strategic marketing and impactful creative. Promoted to Creative Director and invited to join the leadership team in 2020, I became a main shareholder in 2025. Following an operational restructure, we made the strategic decision to be acquired by another agency.
ROLES AND RESPONSIBILITIES
Led the delivery of branding, digital, and multi‑channel marketing projects across client creative campaigns
Pitched and collaborated closely with existing and potential clients, translating business objectives into compelling and effective creative solutions
Led a small, multi‑disciplinary team fostering collaboration and professional growth
Balanced strategic thinking with creativity to ensure consistently high‑quality output and impactful storytelling
Led the agency's own marketing strategy, positioning and new business development
Thought leader on all digital and strategic projects, implementing new processes to optimise workflows
ACHIEVEMENTS
Led the transformation of the agency in 2025, re-positioning the agency as a leader in results-driven and strategic marketing and delivering a complete rebrand including a new identity, web re-build, and thorough overhaul of all messaging frameworks and communications
An impressive new business win rate of approximately 1 in 3 between 2022 and 2024
Played a key role in propelling the agency to its record-breaking turnover of over £800K in 2018, and contributing directly to securing the Nottingham Business Post Award for Professional Services
2023 - 2024
Guest Lecturer (Contract)
Communication University of China / Nottingham Trent University
I was honoured to be invited to deliver guest lectures to students at the Communication University of China in Beijing, as part of The Dairy's partnership with Nottingham Trent University. In the second year, I visited Beijing in person to lead the sessions. Over the course of two years, I conducted a total of 28 hours of lectures, offering in-depth insights into marketing agency practices, the pitching process, responding to creative briefs and effective brand strategies.
2017 - 2020
Senior Designer
I joined The Dairy as a Senior Designer, delivering innovative creative solutions across multi-channel marketing, UX/UI, and branding projects. In addition to my design work, I mentored junior designers and student interns, fostering their growth and development.
The Dairy Agency
2015 - 2016
Self employed
Freelance Graphic Designer
After relocating from Leeds, I worked as a freelancer whilst searching for a permanent role. During this time, I primarily served companies within the print industry including Sign Right Creative, Digital Deadline, TruFrame and MX Display.
2013 - 2015
Marketing and Creative Designer
As the lead designer within a global marketing environment, I developed innovative creative solutions and strategic initiatives to enhance the company’s reputation as a world leader in language technology. My responsibilities included conceptualising and executing visually compelling campaigns across multiple channels, collaborating with cross-functional teams to ensure brand consistency, and leveraging market insights to drive impactful design strategies. Through my work, I played a key role in strengthening the company’s global brand presence and supporting business growth objectives.
thebigword
2010 - 2013
Graphic Designer
My role encompassed both print and digital projects, where I provided essential support to the wider marketing department. I was responsible for managing the end-to-end writing and response process for bids and tenders, ensuring all materials were tailored to client needs and aligned with company objectives. This involved coordinating with various teams, maintaining high standards of accuracy and creativity, and contributing to the successful acquisition of new business through compelling and well-structured proposals.
Wates Construction
Art Director
STENCIL Creative
A purpose-driven creative agency focused on nurturing emerging talent through strong academic and institutional partnerships. I joined STENCIL as a Director after its acquisition of The Dairy, managing a seamless transition and retaining The Dairy’s extensive client portfolio. This move reignited my passion for creative leadership within a collaborative team environment following The Dairy’s operational restructuring.
ROLES AND RESPONSIBILITIES
Leading the development of multi-channel, concept-driven creative campaigns
Delivering marketing strategies which generate measurable results and long-term brand value
Providing strategic insight aligned to the client brand and business objectives
Pitching creative to clients and building strong client relationships as their main point of contact
Mentoring a studio of designers on projects to ensure output aligns with the creative vision and strategic objectives
Championing excellence in quality, execution, and cross-team collaboration
Building brands with resonance and authority
ACHIEVEMENTS
Streamlined workflows by implementing new business processes and developing a suite of templated materials
Acting as the agency’s lead expert for marketing strategy and planning
Championing the agency’s digital offering, as lead in web project management and UX/UI
Successfully managed the transition of former Dairy clients to STENCIL, strengthening relationships and boosting revenue by up to 10%
Education
2003 - 2006
University of Leeds
BA(Hons), Visual Communications and Marketing
2022
Nottingham College
Level 2 Award, Leadership and Team Skills
2002 - 2003
Loughbororough University
Diploma, Foundation Art and Design
1997 - 2002
Oakham School
3 x A-Levels, 1 x AS Level, 10 x GCSEs
Client Portfolio
British Psychological Society, Buro Happold, Buzz Bingo, Carsi Fashion Collection, Chubb, Colton Packaging, Creswell Crags, Cricketers' Trust, The Dairy, Entain, Feedback Medical, Frank Key, Gala Bingo, Honda, Ideagen, KPMG, Manpower, MARS, Notts County FC, Nottingham Forest FC, Nottingham Rugby, Nottingham Trent University, McCann Ltd, Peveril Homes, Robin Hood Network, thebigword, The Treat Kitchen, Walesby Forest, Wates Construction, Woodborough Hall... and many more
