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Work Background
NatWestCreative Director Brand & Visual / Digital Innovations / Marketing Concept Developer
Jun. 2020 - Aug. 2024City Of London, England, United KingdomKey in-house roles at NatWest from 2020—2024 focussed on branding and ideation, turning customer value propositions into tangible, purchasable products in-app, online and branch: Marketing Concept Developer
March 2023 – August 2024 – Developed digital-first comms for NatWest’s ‘Know Your credit Score’, aimed at under 35s, surpassing the goal of 34,000 – hitting 41,000 sign-ups
– Concept creation for NatWest’s Travel Reward credit card, Travel and Reward Accounts, solidifying the its presence in the foreign holiday market in summer 2024 Digital Innovation Concept Developer
October 2021 – March 2023
– Designed attention-grabbing social, digital, OOH and event collateral for NatWest Thrive with Marcus Rashford, helping young people improve their financial wellbeing
– Developed the Greener Homes social campaign for COP26, generating 380k visits to NatWest’s climate change hub and a 425% increase in search traffic
– Provided leadership and mentorship to internal design team ensuring high quality visual output across our marketing channels Creative Director Brand & Visual
May 2020 – October 2021
– Led the team to define the new brand visual identity work for NatWest’s ‘Tomorrow Begins Today’ platform across multiple brand touchpoints including OOH, digital, social, in-branch, ATM and full suite of bank cards
– Developed extensive guidance and foundations for applying the new brand identity across all communications
– Ran weekly Creative Collective clinics to help streamline agency work, engage stakeholders, and upskill
in-house and third-party creatives
– Dovetailed with Mobile HCD and Digital teams to align Brand VI
– Delivered masterclasses to hundreds of colleagues as part of the new brand rollout
– Achieved an uplift in brand consideration from 1.0 to 2.0 and a stronger brand perception by August 2021
– Repositioned the NatWest Student Account with a social campaign that contributed to 55% of total sales and grew market share from 7% in 2019 to 13% in 2021
Bó from NatWestHead of Design
Aug. 2018 - Apr. 2020Greater London, England, United KingdomIn-house Head of Design role at Bó, a digital challenger bank from NatWest. I led the UI and UX design teams in the design and branding for app, online, card & carrier as well as marketing and customer comms. - Defined the brand visual identity work for Bó - a new digital bank from NatWest – helping to position a tech start-up as a companion bank account for financial deniers
- Led the design teams to deliver the brand experience across multiple touchpoints – creating standout communications in a crowded and traditionally boring sector
- Designed the Bó debit card and carrier as well as an extensive range of launch merch
- Built up and mentored a team of best in class digital specialists
- Ran design crits and collaborative design workshops
- Championed agile working processes
- Took the brand on the road through tradeshows, show & tells, onboarding and beta testing
- Achieved 130% customer acquisition against targets in the first six months and a 20% lower CPA than target
Agency SpaceDesign Director
Oct. 2017 - Aug. 2018London, United KingdomFreelance Design Director at Agency Space in London. Led design output for Wimbledon, Häagen-Dazs, Glenfiddich and Starbucks.
Leo BurnettHead of Art
Dec. 2009 - Sep. 2017London, United KingdomIn my time at Leo Burnett and Holler* I built and led a team of designers, animators, art directors and motion graphics artists to fulfil the digital creative demands across the Leo Burnett Group of brands. I was the brand guardian, digital lead creative and key client contact for Leo Burnett’s flagship McDonald’s account, helping to guide their digital and marketing teams in weekly steering meetings. I authored and continued to develop their digital brand toolkit, web guidelines and social media playbook. At Holler I led a full redesign of the web platform for Max Factor, web platform and app build for the global art fair Art Basel. *Leo Burnett acquired social agency Holler in 2011. I was asked to head up its design department in 2014. Whilst in this role we won BIMA Agency of the Year and helped Leo Burnett win Network of the Year.
VMLDigital Head of Art / Associate Creative Director
Oct. 2004 - Dec. 2009London, United KingdomPreviously Goodtechnology / GT I led GT’s flagship Audi and British Airways digital design work, which included a complete overhaul of BA.com. In 2007 the agency went on a prolonged run of pitch wins with 9 out of 10 of them being converted, including BBC, Microsoft, Aviva and British Airways. This transformative success resulted in a doubling of the agency’s revenue and staff, as well as the need to relocate to a bigger office. The agency also fully re-branded to GT London. I led this re-brand design work as well as heading up a newly formed design department. Later in that same year after an impressive run of 16 awards in less than 10 months, including five finalists at Campaign Digital and four winners at the BIMA’s, GT London won Revolution Awards’ Agency of the Year.
Agency.comSenior Art Director
Sep. 1997 - Oct. 2004
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