I am an Executive Creative Director
& Brand Leader.

I’m actively involved in every stage of the creative process, from ideation and concept development to design execution, systems and frameworks. My experience spans agency and client-side leadership, building creative cultures where talent thrives, ideas flourish and innovation drives progress. By integrating AI tools and evolving creative workflows, I empower teams to think differently, move faster and deliver impactful work at scale.

Key Highlights

  • Global Discipline Lead for Design, partnering with senior stakeholders to elevate creative quality, strengthen brand impact and drive innovation through AI and emerging technologies, while briefing and overseeing agency partnerships to maximise creative and operational performance.

  • Led the brand team and creative excellence across global client accounts, delivering end-to-end brand transformation and commercially effective brand experiences. Promoted to Head of Brand during the first year to lead and mentor multidisciplinary teams across brand, digital, spatial, product and campaign design, alongside copywriters and strategists. 

    Managed internal teams, external agencies, client-appointed agencies and specialist partners, aligning their work with each brand’s ethos, strategy and vision. Became the trusted authority for brand governance, providing creative direction and ensuring consistency and quality across agency-produced work. Acted as a senior creative partner to clients while integrating AI into creative workflows to accelerate delivery, improve quality and increase scale.

  • Progressed from Creative Director to Executive Creative Director within two years, expanding the role to lead brand, digital and copy while shaping the agency’s creative vision and output. Built and led high-performing multidisciplinary teams, embedding a strong creative culture that consistently delivered award-winning work. Acted as a trusted creative partner to clients, leading large-scale brand and digital transformation programmes spanning strategy, identity, experience and activation.

  • Led the development of distinctive, insight-led brand solutions for international clients, building extensive experience in global brand strategy and identity. Delivered end-to-end brand programmes spanning positioning, brand architecture, visual identity systems and activation, helping organisations clarify their purpose, strengthen differentiation and achieve consistency at scale. Translated complex business challenges into clear and compelling brand expressions while building trusted client relationships.

An award-winning Creative and Brand Leader with extensive experience creating, shaping and transforming global brands across agency and client-side environments. I combine creative vision, strategic thinking and a deep understanding of brand to build distinctive identities, connected experiences and measurable business impact.

I work closely with executive stakeholders to translate business ambition into compelling creative direction. From defining brand strategy and developing scalable frameworks to building long-term partnerships, I connect creativity with commercial objectives, helping global and local brands grow, evolve and stay relevant.

End-to-end brand transformation is at the heart of what I do. From initial concepts through to execution, I turn complex challenges into distinctive brand experiences across campaigns, digital platforms, content and communication channels. I balance creative ambition with the structure, consistency and governance needed to deliver effectively at scale.

I build, inspire and lead multidisciplinary teams across brand design, digital, motion, content and copywriting. I foster a culture of collaboration, fresh thinking and creative excellence, giving teams the freedom, direction and support to produce their best work.

I’m proficient in industry-leading creative platforms, including Adobe Creative Cloud (particularly Photoshop, Illustrator, and Firefly), Figma, and Microsoft 365. I embrace and integrate emerging AI technologies to enhance creative processes, unlock new possibilities and streamline workflows, combining established design craft with innovative approaches to thinking and making.

Experience

Brand Transformation | Creative Leadership | Creative Brand Strategy | Brand Architecture | Visual and Verbal Identity | Activation and Governance | Experience Ecosystem Design | Brand Governance | Design Frameworks | Creative Management | Design Systems | Digital Experience | AI-Enabled Transformation | Commercial Growth | Organisational Leadership | Executive Stakeholder Engagement | Team Building and Integration | Coaching and Mentoring

Industry Voice & Awards

• BIMA 100 judge
• Creativepool Judge
• Speaker on behalf of Rufus Leonard at the
D&AD Design Festival.
• Guest speaker on branding at Regent’s University
• Lectures and partners with LCC and LCCA
• Launched The Rufus Raw Academy
• Gold at Cannes, Transform Awards
• Design Week Awards
• European Excellence Awards
• CiB Awards
• The Communicator Awards
• PrintWeek Awards