Product Design Executive and Transformation Leader
For more than 20 years I have helped organisations navigate complexity through behavioural science, systems thinking and product design leadership.
My career has spanned startups, global enterprises and large scale transformation programmes, leading teams, products and customer experiences across Europe, North America and Asia Pacific. From scaling global design organisations and enterprise platforms to delivering customer focused digital products, my focus has remained consistent: reducing friction and creating systems people can successfully adopt and use.
I have led transformation initiatives across logistics, insurance, SaaS, financial services, retail, ecommerce and consumer brands, helping organisations improve customer adoption, operational efficiency and business performance.
As COO of JMarketing, I co created the 9 Frictions Framework, a behavioural model designed to identify and remove barriers to adoption, conversion and customer success. Today we apply behavioural science, product thinking and commercial strategy to help organisations create better customer experiences and measurable business outcomes.
Career highlights include scaling the Responsys Creative Services team from 3 to more than 50 specialists before Oracle's acquisition, leading product design during ManyPets' growth to a $2B valuation, helping unify 27 logistics systems for Toll Group and Japan Post, and designing scalable digital platforms for global brands including Gordon Ramsay, Disney, H&M, Lego, HSBC, PayPal, Xerox, Unilever, Telstra and the United Nations.
I believe the best products are not defined by the features they contain. They are defined by the outcomes people are able to achieve because of them.