Innovation Adviser (Startup Branding & Marketing) at Innovate UK (UK Government's National Innovation Agency)

Contract role supporting multiple UK startups with branding, design and go-to-market strategy to drive funding support and cross-border scaling. Supported the delivery of national innovation programmes aligned with UK economic growth priorities. Contributed to programme design, research, and evaluation across emerging technology initiatives. Produced briefings and reports for senior stakeholders, ensuring alignment with government standards. Engaged with cross-functional stakeholders, including startups, investors, and policy teams. Developed working knowledge of public funding frameworks, governance, and compliance structures.

Product, Brand Design & Growth Lead at Vanity Pass

Lead end-to-end product and experience design for an AI-native travel and rewards platform. Designed system architecture across Discovery, Booking, Rewards Intelligence, and Payment Orchestration layers. Conducted multi-city user research to identify friction in loyalty systems and redemption behavior. Designed onboarding flows, behavioural profiling, reward wallet UX, and booking journeys. Built AI interaction logic including dynamic reward surfacing at moment of intent. Partnered with engineering on modular API infrastructure integrating hotels and payment systems.

Head of Marketing (Programme Delivery – AI Product Adoption) at Move AI

Led global marketing strategy for an AI-powered motion capture technology company, helping enterprise clients across industries adopt cutting-edge AI tools.

Chief Marketing Officer at Aella

Led growth and product adoption programs for fintech platform scaling to 2M+ users. Delivered 300% YoY traffic growth through data-driven campaign strategy. Increased app downloads by 45% within 8 months, doubling active user base. Managed cross-border teams and stakeholder relationships across financial and regulatory environments. Oversaw digital product optimization, improving lead conversion by 30%.

Founder at Satice Hospitality

Designed and launched a tech-enabled accommodation platform during COVID disruption. Achieved 87% occupancy rate, outperforming local market benchmarks. Managed full lifecycle including compliance, pricing, partnerships, and customer experience. Delivered programme under high regulatory and operational constraints.