I am a multi-disciplined senior creative with a wealth of international experience in graphic design, packaging design, eCommerce UI/UX web design, brand and business development, team leadership, management and consumer insights driven digital solutions.
Originally from Oxford, England, I graduated from Art School with Distinction and I ‘cut my teeth’ in a top advertising and design agency in Woodstock, Oxfordshire. Learning from great industry mentors I felt I was living a designers dream, until curiosity led me onto a 747 and my global adventure – to Australia and onto Auckland, NZ.
I am in my element brainstorming concepts, gathering or analysing consumer insights, offering creative direction or managing teams or projects. I can also be seen rolling my sleeves up, knee deep in the trenches, hands-on with design or production in my no-nonsense approach to get things done.
I am extremely passionate about great design and I have expert knowledge of the Adobe Creative Suite, print production, substrates and finishes, and I love the challenge of always delivering excellence.
I am a popular and loyal member of any team and I am experienced in working under the pressure of tight deadlines, budgets and client expectations. From initial client or concept briefings, through to final project delivery, I am a dependable and valued asset with a renowned and wicked eye for detail!
My strength and versatility has led me into expertise across many disciplines including:
design, marketing, brand development, advertising, promotions, project and resource management, team leadership and management, consumer insights, creative direction, packaging design, production of sales and marketing material (traditional and online), eCommerce UI/UX web design and user journeys, and digital illustration.
I'm best known for...
- Member of a tight-knit team of individuals that lead EasiYo Yogurt from a small family business ($4.2 million turnover) in 2005 to Global domination of the Make At Home Yogurt category in 2015 ($54 m)
- Developing the EasiYo brand and managing the rebrands in both 2010 and 2014. During these years we won 3 consecutive International Business Awards including Best NZ Business in 2013.
-Rebrand of Rug Doctor NZ in 2015 which significantly increased value sales +6.8% (Nielsen data - total supermarkets)
-Key player in multiple consumer insights projects for EasiYo and Rug Doctor NZ, leading to rebrands and significant innovations within both businesses.
GLOBAL DESIGN MANAGER & SENIOR DESIGNER / Feb 2010 – May 2018 / EasiYo Products
Senior Designer – The most senior designer of an in-house team of 3. The ‘go-to’ person for the more difficult design jobs such as rebranding, packaging and campaigns.
Strategic management of graphic design requirements for EasiYo Retail and Foodservice (NZ, AUST, UK, EU, China, Asia, Malaysia). Responsible for jobs from conception to completion, utilising internal teams and external suppliers, ensuring deadlines and budgets are met whilst not compromising quality.
Brand development – from consumer insights to development of USP and product benefits, defining target markets and implementation of the brand across all consumer touch points.
Global brand watchdog and champion of the brand guidelines and asset packs.
Senior Manager. Collaborator on initiation, development and execution of marketing campaigns nationally and globally across both digital and non-digital media.
Creative Direction: Photoshoots / new campaigns / marketing initiatives.
Mentor to the design team. Completing twice yearly performance reviews and setting KPI's.
Leader of a cross-functional team that created the EasiYo vision and values which were instrumental in helping to increase positivity in the workplace culture. I branded these values to bring them to life visually around the business.
Industries I know well
Mediums I know well
Honours & awards
Pride in Print Awards x 2 bronze 2015
Employee of the month (EasiYo) Feb 2017, May 2017 and March 2018
Bedford University, England
Bachelor of Education (Design)