Defined the creative direction for Vodafone UK’s B2C + B2B digital estate while leading 15 multidisciplinary designers across 11 agile teams and two campuses.

Rebuilt how the design operation worked, while directing and coordinating some of the brand’s biggest creative moments.

HEAD OF DESIGN, VODAFONE

Results: Record Black Friday creative performance (+40% YoY) · Introduced new agile design model delivering +85% production efficiency and 87.5% faster turnaround · Winner, Campaign of the Year 2021 · Featured by Apple for transforming creative quality and efficiency · Launched Vodafone’s first Designathon

Red digital graphic with the name "FLEX" in bold white letters, surrounded by various abstract shapes and patterns in red.
Red folder labeled "Digital Creative Checklist Version 01" on top of a white sheet with design tips and gray, red, and black diagram elements.
A female tennis player celebrating with a smile and holding her racket in the air, surrounded by a cheering crowd at a tennis match.
Screenshot of Vodafone website showcasing the latest iPhone 12 Pro with 5G, featuring a red background, an image of the iPhone, and navigation options at the top and bottom.
Two black rectangular blocks with a slanted top, featuring the words 'BLACK FRIDAY DEALS' in white text, one fully visible and one as a white outline, placed on a red background.
Red background with a stylized white number six made up of snowflakes, surrounded by snowflakes of various sizes.