My story is a journey of transformation and strategic evolution. It began in the fields of sales and marketing, where I realised that I craved something more satisfying and creative. This realisation led me to retrain in design—a decision that changed everything. I was driven not just to master design skills, but to position design as a catalyst for broader business success. This focus on strategic design quickly propelled my career, earning me recognition as a leader who didn't just secure a seat at the table— I justified it by driving exceptional results.

Leading design processes and cross-functional teams, I spearheaded projects that accelerated scaling, boosted profits, and tripled team sizes. Yet, these successes came with challenges. Establishing design as a strategic element required resilience, learning, and collaboration. Over the years, I refined my methods, evolving a framework that advances design maturity and positions design as a strategic ally in organizations.