People-First. Purpose Always.
I'm a people-first, hands-on designer who leads through influence, mentorship, and conviction. I'm not afraid to make decisions that challenge the status quo or go against what's considered "on trend". My leadership style was shaped early by hard work, respect, and humility. I believe in empathy over ego, clarity over noise, and helping others grow while doing meaningful, human-centred work.
Leading with empathy, not ego.
I’ve worked under my fair share of toxic managers, the ones who lead for themselves, not their teams. I promised myself I’d never be that kind of leader.
Of course, I’m ambitious, creative, and entrepreneurial, but for me it’s not about climbing the ladder. It’s about enjoying the work, doing it well, and helping others grow along the way.
I see leadership as something shared, not bestowed. I lead with curiosity, fairness, and empathy, and I try to bring calm, clarity, and confidence to the people around me.
Where it all started.
My parents taught me early on the importance of working hard, respecting others, and earning respect in return. By the age of ten, those lessons had already stuck.
At around thirteen, I was delivering 250 free newspapers each week. Each one needed seven to ten leaflets inserted before I could even start my round. My bag could only hold so many, so I’d have to come home two or three times to reload. It took hours after school, and in winter, the cold and darkness made it brutal. But I kept going.
For all that effort, I earned about £4 a week. Hardly much to shout about, but it taught me the value of graft and grit.
From sixteen to twenty-one, I worked after school and on weekends in the electrical department of my local Co-op store in Derby City Centre. The pay still wasn’t great, but I loved it. I’d often find myself chatting with regulars, especially older customers who just wanted some company. That’s where I learned to really listen and appreciate the human side of service.
One day, an elderly gentleman came in to buy a kettle and toaster, but became enchanted by George Foreman’s matching range. After a lovely chat, he surprised me by asking if I’d help him name them. I can’t recall what names we chose, but it was one of those small, special moments that stuck with me. It reminded me how something seemingly trivial can make all the difference to someone’s day, and how genuine connection matters more than the sale itself.
Those early experiences taught me how to lead with respect and humility, and to always remember that every “please” and “thank you” matters. I owe a lot to my mum and dad for instilling that in me, and I’m proud to pass those same values on to my three kids today.
Hands-on, not hands-off.
I’m happiest when I’m close to the work, exploring problems, collaborating on ideas, and making things better for customers. Endless meetings and politics aren’t my thing.
I prefer to roll up my sleeves, set a clear direction, and then get stuck in alongside my team, not hover above it.
I think of myself as a community leader, not an old-school manager. Someone who gives people the context, tools, and confidence they need to do their best work, while keeping things moving forward with purpose and positivity.
Treating colleagues like customers.
I believe we should treat our colleagues the same way we treat our customers, with empathy, patience, and genuine care. That mindset builds trust inside teams and makes our work stronger outside of them.
I also believe in standing up for what’s right for the customer, even when it’s not the easiest route for the business. There are always plenty of people fighting for commercial outcomes. I’d rather be the voice championing the person who actually pays the bills, the customer.
When direct access to members or users isn’t easy, I lean on the Customer Experience team, who are often the best connected to real people’s frustrations and needs. I encourage everyone I mentor to build those relationships early and treat CX as an equal partner, not a postscript.
Creating clarity and calm.
I’m drawn to messy, ambiguous problems. That’s where clarity matters most. I enjoy stepping into uncertainty and helping people make sense of it together.
I believe clarity is kindness. Whether I’m defining a problem statement, running a workshop, or sharing research, I make sure my language is plain, open, and inclusive. When everyone understands the same thing, progress comes naturally.
Helping others grow.
I get just as much satisfaction from seeing others succeed as I do from delivering great design work myself. While I've formally line-managed one person, my leadership impact has come through mentoring, pair designing, and creating space for others to grow. I want to help people find their own voice and confidence, not clone mine.
I try to be the kind of leader I needed earlier in my career, supportive, approachable, and fair, someone you can come to for advice, feedback, or even a laugh when you need one.
A lot of that comes from being a dad of three. My kids, two of whom have SEND, have taught me more about patience, compassion, and perspective than any job ever could. It’s made me a more understanding leader, and a better listener.
Making work meaningful.
I want to enjoy what I do. For me, design leadership isn’t about titles or hierarchy, it’s about impact, fulfilment, and helping others do their best work.
I love solving complex problems and turning insight into something simple, human, and effective. I thrive when I can balance creativity with empathy and strategy with action.
That’s what gets me out of bed in the morning, not chasing status, but making things better for people, together.
Fancy seeing where this leads?
Or fancy a chat (or a beer, that works, too!) about how I can help your team?