Work

Built Dansu from zero — product design, manufacturing, Shopify, paid and organic growth, fulfilment, and a full automation stack — generating ~£250k in revenue before a clean exit.

I drove the product requirements and flow mapping for Laced's move toward a service-based architecture, targeting the three domains causing the most coupling pain: pricing, orders, and authentication.

Everynite was accepted into the Allia incubator — completed the full programme while working full-time alongside building the marketplace.

Built the end-to-end marketplace MVP while working full-time — clickable prototypes tested with real users before a line of production code was written.

Identified through real booking data and retention signals that B2C promoters were dissatisfied and churning — the demand side was broken, not the supply side.

Built screening automation that read every application within minutes of arrival, scored it against defined criteria, and ranked candidates so the team only reviewed the strongest.

Built lead-qualifying automation that read every inbound lead, scored it against the client's criteria, and kept the CRM clean and current without manual data entry.

Built inbound automation for service businesses that answered every enquiry instantly — across phone, web form, and messaging — instead of losing the ones that came in after hours.

Built internal Slack automation that turned the workspace into an ops control surface — alerts, approvals, and daily summaries delivered where the team already worked.

I built a partner discovery and scoring engine that turned messy web and social data into a ranked, outreach-ready pipeline — prioritised by opportunity size, fit, and complexity.

Built end-to-end cold outreach engines for client acquisition — scrape target lists, enrich and verify contacts, personalise at scale, send, and track replies — all on one pipeline.

Built Meta ads automation for e-commerce and local businesses — competitor ad intelligence, AI creative generation, and structured reporting — wired into one pipeline.

I built an end-to-end outreach workflow that managed the full partnership pipeline — from first contact through inbound triage to active opportunity — eliminating the dropped leads and missed follow-ups that were killing deals.

Designed a three-pillar growth strategy — multiply discovery surfaces, build direct IG-to-purchase funnels, automate the entire pipeline — to break through organic plateaus and seasonal dependence.

Built a structured experiment engine connecting growth hypotheses to test cadences, weekly performance reviews, and explicit scale/iterate/kill decisions — replacing ad hoc creative decisions with a repeatable operating rhythm.

I launched EU local-currency checkout at Laced, integrating real-time FX rates with caching, rate-locking at authorisation, and consistent rounding across PDP, cart, checkout, and refunds.

I upgraded Laced's payments platform to improve approval rates, expand payment method coverage (Apple Pay, Klarna, wallets), and modernise marketplace payout flows using Stripe Connect — across both UK and EU markets.

I designed and delivered the tax and duties trust layer for Laced's EU checkout — separating item price, shipping, and duties into clear line items and ensuring accurate messaging per market for both duty-included and duty-on-delivery models.

I redesigned Laced's fragmented pricing model into a single, transparent architecture surfaced consistently from PDP through cart to checkout — eliminating the price mismatches that were eroding buyer trust on high-value purchases.

I designed onboarding and payment journeys for multiple emerging markets that met each jurisdiction's regulatory requirements without collapsing conversion — a balance that required close collaboration with compliance, legal, and UX.

I designed the operational backbone of the business — covering shipping architecture, stock forecasting, packaging redesign, and cross-border duties — so Dansu could ship UK, EU, and US orders reliably without margin leaks or stockouts.

Built an Ops Brain covering fulfilment anomaly detection, stock forecasting, supplier scorecards, QC workflow, and customer pipelines — replacing disconnected manual checks with exception-based visibility.

Took Dansu from a single product to a structured multi-SKU range across festival, gym, and running verticals — each with distinct material specs, positioning, and margin models.

I rebuilt Laced's support workflow from an inbox-driven queue into a context-enriched, impact-prioritised triage system — with ticket enrichment, root-cause clustering, proactive alerts, and explicit escalation ownership built in from the start.

I mapped the full Laced order journey from seller dispatch through authentication centre to buyer delivery, identifying the operational bottlenecks that were generating CS contacts and damaging buyer trust.

I designed and facilitated structured discovery workshops for HSBC, bringing together product, design, engineering, compliance, and external development teams to align on where digital experiences were failing and what needed to change.

I led discovery and proposition design for a multi-currency business wallet at HSBC, identifying gaps in their SME banking offer and proposing 'Sweep & Earn' — a feature to automatically move surplus business funds into short-term deposit products to earn yield.

I built and applied CX review frameworks for major UK banks and Visa, auditing digital journeys across onboarding, card activation, payments, servicing, and dispute handling to identify where customers were dropping off and why.

I analysed millions of rows of card transaction data, declined payment logs, and customer support records across multiple financial institutions to surface hidden losses, friction patterns, and misconfigured risk rules.

I designed the VBV 2.0 customer experience for Visa, combining analysis of payment data with customer interviews and session recordings to understand exactly where users were failing, abandoning, or being unnecessarily blocked during card verification.

Designed and built fast, conversion-focused websites for small and traditional businesses — local services, trades, and clinics — built to turn visitors into enquiries, not just look good.

Rebuilt the Dansu Shopify storefront from scratch using custom HTML, CSS, and JavaScript — custom image galleries, variant logic, sticky sections, trust elements, and mobile-optimised layouts.

Designed four wearable towel concepts — Bandolier Towel, WristWrap Towel, Pocket Loop Towel, Modular Gym Towel — each solving a specific use-case problem rather than iterating on standard form factors.

I co-led the delivery of Laced's full brand refresh across product, design, and engineering — translating new brand guidelines into concrete UI decisions, component updates, and page-level changes across web, app, emails, and notifications.