I’m a creative strategist and digital operator with over a decade of experience building, scaling, and leading businesses across fintech, service-based, and digital commerce environments — combining creative direction with operational and commercial execution.
I previously led operational teams within a FTSE 250 fintech, where I managed large-scale, regulated processes and developed a strong foundation in structured delivery, risk management, and performance optimisation.
I later founded and scaled a design-led service business with an integrated e-commerce arm, overseeing creative direction, brand strategy, marketing, digital platforms, and end-to-end operations — culminating in a successful exit.
Today, I work in digital consulting and e-commerce, helping brands grow online through creative-led strategy, strong storytelling, and scalable digital systems. My work sits at the intersection of creativity and structure, translating ideas into clear, results-driven outcomes.
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This project involved founding, scaling, and successfully exiting a design-led service business with an integrated digital and e-commerce presence.
I led the business from initial concept through to maturity, building a strong brand identity, premium client experience, and fully booked service model supported by digital systems and online sales. The project required balancing creative direction with operational discipline — designing both the brand and the underlying systems that allowed the business to run efficiently and scale sustainably.
Alongside day-to-day operations, I delivered the full digital ecosystem, including website design, online booking journeys, marketing channels, and customer communications. The business achieved multiple national awards for client experience and brand quality and was successfully sold following a structured handover process.
FRINGE.DIGITAL is a digital platform and resource hub I created to support salon and barbershop owners with the operational and commercial side of running a business.
The project was born from first-hand experience identifying recurring pain points across service-based businesses, including unclear agreements, unsustainable pricing, fragmented systems, and a lack of practical, affordable education for owners.
I led the project end-to-end — from concept and positioning through to website design, content structure, digital product development, and launch. This included building a conversion-focused website, creating scalable digital resources, and designing systems that allow the platform to grow without heavy manual input.
FRINGE.DIGITAL combines creative direction with operational thinking, translating real-world business challenges into clear, accessible digital tools that help owners work smarter, not harder.
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