The chapters so far.
From telling stories in film at the BBC to leading design across enterprise products at GoDaddy and Tucows, by way of a couple of domain registrars most people have never heard of. Here's how it went.
Film, storytelling & early design
Before any of this, I was telling stories — at the BBC, ITV, Channel 4, and with independent production companies making films that didn't fit neatly into a schedule. That's where it started: find the story worth telling, then work out how to tell it well. That instinct never left.
Director, Design
Took a corporate domain registrar from a blank page to launch, built for Fortune 500 clients. Led design across brand protection, trademark tools, and domain tracking. Within the first year, it had captured a meaningful share of an emerging market.
14% market share, year oneDirector, Products
Owned the product experience for domain names and the investor aftermarket, an area where small details make a big difference. Shipped a few industry firsts, including one touch email setup and a bio site product, both of which moved acquisition and retention in the right direction. The aftermarket tooling went on to capture the majority of its market.
66% market shareDirector, UX Design
Set UX strategy for two enterprise business units, then scaled that work across a 200 person global UX team. Worked closely with VPs and the C-suite to define OKRs and get the right things prioritised. Led a team of 32 across design, research, and product, including managers, with measurable gains in NPS, efficiency, and task success.
32 led, 200+ orgSenior Director, Product Design
Joined the executive leadership team, responsible for a global design organisation. Brought design and product closer together, which removed a lot of friction that had built up between teams. Built clearer career paths and gave people a reason to stay. Also pushed for one unified product vision instead of a patchwork of disconnected experiences.
3-year North StarCo-founder
Founded Elephants Can't Fly as a home for the workshop and consulting work I do outside full time roles. Multi-day sessions on vision, North Stars, and storytelling, for teams that need to find their story and the room to do something about it.
Vision & workshop sessionsVP, Creative & Design
Leading design across Tucows. The company-wide vision and design system are in production and have changed how the organisation prioritises, builds, and ships. The same thinking now shapes how we use AI: less time on execution, more time on the problems worth solving.
3-year North StarStill pursuing the better story.
If any of this looks like the kind of problem you're trying to solve, I'd like to hear about it.
GET IN TOUCH →