As Head of Digital Product User Experience at Coforge, I led global teams to deliver innovative, user-focused digital solutions across industries including financial services, retail, media, and travel. My work centered on building scalable, cloud-based platforms and design systems that enhanced operational efficiency and elevated user engagement.I drove innovation by incorporating emerging technologies such as AI, NLP, and ML into strategic initiatives, positioning clients for future success and market differentiation. For the digital products we delivered, clients consistently experienced a 25–45% increase in user engagement and conversion rates. By collaborating closely with stakeholders and cross-functional teams, I delivered data-driven strategies that exceeded business objectives and set benchmarks for user-centric design.

At Ampersand, I collaborated with leading UK retailers to deliver customer-centric digital strategies that bridged the gap between online and in-store experiences. I led teams to design and develop scalable platforms that improved conversion rates by 45% and aligned seamlessly with brand objectives. By implementing comprehensive design systems and optimizing user journeys through data-driven insights, I helped clients like Poundland and Harvey Nichols enhance customer engagement and streamline eCommerce operations. My work consistently balanced creative innovation with practical execution to deliver impactful results.

As the Senior Digital Consultant at Cornerstone Mutual Services, I developed a digital transformation strategy for 350+ UK credit unions, focusing on creating accessible, mobile-first solutions. I led the design and implementation of a standardized platform that enhanced user engagement while integrating secure, scalable banking technology. By managing third-party agencies and aligning design with accessibility standards, I helped deliver a seamless digital experience tailored to the needs of both credit unions and their members.

Strategy and Operations Director for the world's largest independently owned sports betting and online gaming business. Managed teams (UX/UI Visual Designers, BA's PMs, Development, Content, Copy, and Customer Services) responsible for delivering an estimated 30,000+ content, marketing and branding initiatives and 250+ operational projects per year. Led the design and implementation of the new branding and user experience for Betfred.com, including 8 gaming products on Sitecore, the global leading CMS and customer experience platform to provide a superior customer experience and to deliver automated personalisation and contextualised marketing. Implementation included managing business analysis/requirements gathering, project management, solution architecture, UX/UI/Visual design, information architecture, front and backend development, testing, and integration with numerous backend providers including; sports book technology, payment gateways, online marketing analytics, and eGaming partner systems.

Digital strategy director with a London based, entertainment and video gaming focused media agency, managing variety of strategic and operational initiatives. Led the development and deployment of large scale consumer facing websites including; strategic planning, user experience, creative concept and development, project management, business intelligence, technology deployment and ongoing website maintenance for a range of clients including Sega, Capcom, EA Sports and others. Developed Nintendo’s Wii European online digital and social marketing and communication channel strategy for Monster Hunter Tri, the third instalment of their largest video game franchise. Also developed advanced social networking programs geared towards engaging affinity based groups in more immersive, content rich virtual world environments. The VR, virtual world strategies included online revenue generating strategies across multiple distribution channels for sales, subscriptions, virtual goods and micro-transactions.

Led branding, re-branding, replatforming and digital marketing efforts for several Bristol based fuel management companies. Led corporate rebranding and marketing efforts for DataTrack, LTD, an established European leader in fuel management services. Developed new corporate brand and marketing approach to growing and maintaining current client base. Implemented integrated marketing strategies aimed at driving brand awareness and consumer growth. Supporting activities include conducting industry and competitive analysis, and customer segmentation. Developed new corporate brand and digital marketing strategy for the European launch of a new flagship product for Futra LTD, a sister company of DataTrack, LTD. Implemented two new CMS solutions, including online catalogue and eCommerce solutions with open source technologies and provided SEO strategy, moving company’s search results from page 15 on Google results to number 2 (on page 1) on Google.com and Google.co.uk.

Managed 20+ million dollar digital services budget including P&L, financial forecasting and running the day-to-day operations consisting of a staff of 140+ employees including; account, strategic services, UX/UI Visual designers, creative, business and intelligence analysts, PMO, and technical development teams. My teams developed and managed the implementation of Nissan and Infiniti Motor's North American B2C and B2B websites and enterprise wide CMS and digital brand marketing and technology solutions, including technical integration with 23 third party information and technology suppliers. Also managed Infiniti Motor’s global CMS/CRM transformation system implementation across 180 countries in 37 different languages.Managed all client digital marketing campaigns and integrated marketing efforts in conjunction with other agency partners. Integrated marketing efforts included brand messaging and the launch and support of new vehicle releases.

Provided digital leadership and operational management of digital services for integrated marketing company including West Coast and Midwest operations. Managed all digital teams responsible for strategic and tactical implementation of integrated promotional marketing campaigns for CPG companies Unilever, Proctor and Gamble and Kraft. Overall responsibilities included digital campaign marketing strategy, design, technology development and integration, third party fulfilment, operations, sales and new business.Managed agency of record relationship with Hyundai Motor America. Led all online initiatives including B2C website, launch of new models, database support, and ongoing maintenance and support. Some of my achievements included developing and managed all digital programmes for Hyundai Motor America. Responsibilities included all digital marketing and technology solution development including b2c websites, new product launches, database support, and CRM.Other client efforts included managing North American frontend design and technical implementation of Singapore Airlines new global website launch for US, Canada and Mexico; led the development of a highly successful promotional marketing program for Expedia.com, driving a 42% increase in online bookings through innovative use of promotional marketing tactics; Led strategic and development team efforts for a multitude of promotional programs for Kraft Foods, geared towards consumer acquisition and retention efforts; spearheaded new promotional campaign for Unilever’s Degree – “For Men Who Take Risks” identity. Strategic recommendations resulted in an ongoing sponsorship with Harrah’s and the World Series of Poker and the establishment of the Degree All in Moment, as seen on the World Series of Poker tournaments. Other accounts managed included Allstate, Hershey’s, Jim Beam, Brown and Williamson, SC Johnson, Boeing, Lufthansa, Motorola and Ace Hardware.

Lead project director for agency’s top 4 accounts. Manged the end-to-end teams including project manager, UX and design resources and FE/BE development resources to deliver on project accounts. Developed system to manage project progress, budget reports and drove daily resource management and allocation of resources across all projects to maximise resource usage. Improvements to the internal process and resource management resulted in a reduced project lead-time by over 50%. Internally also led teams in developing high level company strategic initiatives, including missions and goals and go to market strategy.

When Toyota decided to move manufacturing responsibilities to North America, I was selected and trained as the first Kaizen (continuous improvement) engineer to manage the re-engineering of production line and enhance operational output and quality product delivery for Toyota’s top 20 North American parts suppliers. Improvements included the introduction of continuous improvement philosophies and quality assurance processes geared towards improving supplier performance and product delivery. Utilised quality assurance tools such as Kanban to improve operational efficiency and quality delivery. Efforts were expanded to include overall responsibility for improvements to all of Toyota’s supplier network which included 400+ NA suppliers.After successfully implementing continuous improvement programmes across the supplier network, I was asked to take my experience and apply it Toyota’s North American Corporate headquarters, where I used a range of technology solutions to improve communication, knowledge sharing and cost reductions in reporting processes, resulting in $130,000 in annual time and materials savings. Further to that I developed databases for collecting and analysing data. Used the data to identify opportunities for distribution improvement.