Portfolio
Featured Work
Imperial Candles
US Expansion. Ambassador Growth Engine
Leading UK “jewels in candles” niche. Built the US ambassador program from 0 to 671 active storefronts in 3 months.
imperialcandles.co.uk
Challenge
Launch the US program fast, with a repeatable way to recruit ambassadors, convert traffic, and run creator sales without chaos.
Built
• Took the program from 0 to 671 active ambassador storefronts across the US
• Rewrote the Ambassador Handbook into a clear playbook: positioning, incentives, storytelling, standards
• Built onboarding steps and back-office workflows so creators could start selling quickly
• Led US site UX direction with the CMO to improve conversion
• Wrote lifecycle email flows to drive conversion and retention: add-to-cart, post-purchase, ambassador welcome, ambassador incentives and retention
• Wrote Meta ad copy for DTC and B2B ambassador acquisition
• Built growth assets across channels: UK-site and DTC blog content
• Worked with the COO and creative team to align ops, design, and performance
Impact
• Fast US launch with strong adoption
• Creator sales flow running end-to-end
• Clear training and performance expectations for ambassadors
MPD Transport
Fleet Website Rebuild. Conversion and Trust
Rebuilt MPD Transport’s website so it matched the reliability and scale of the operation, and supported partnerships with Amazon, DPD, and Evri.
mpdtransport.co.uk
Challenge
The website didn’t reflect the business. It needed clearer positioning, cleaner messaging, and an easier inquiry and quote path.
Built
• Wrote new site copy to emphasize trust, service quality, and client care
• Re-structured the pages around key proof points: safety, speed, customer-first support
• Simplified the inquiry and quote flow so clients could reach them faster
• Designed a clearer visual hierarchy so the site reads as credible and reliable at a glance
• Worked directly with leadership to align the site with how the operation actually runs
Impact
• Stronger inbound engagement from corporate and individual clients
• Improved lead quality and less friction in client communication
• Higher trust through better alignment between the site and service standards
• Clearer communication and more consistent design across pages
Northampton Home Improvements
Full Website Build, Copy, UX, Visual Design
Built the website end-to-end for a multi-service home maintenance business. Cleaning, painting, exterior cleaning, and garden clear-outs.
northamptonhomeimprovements.co.uk
Challenge
The business needed a site that explains multiple services fast, builds trust quickly, and drives quotes and contact requests on mobile.
Built
• Built the site structure around the core offers so visitors can self-select a service in seconds
• Wrote the website copy and service page messaging to make the offer clear fast
• Designed the UX so key actions are obvious. Contact, get a free quote, join the email list
• Designed the color system and page sections for a cleaner, more consistent look across pages
• Built promotional and lead-capture sections, including the seasonal discount and email signup
• Added trust cues and reassurance. Satisfaction guarantee and eco-friendly products
• Created and placed the site imagery across service pages and key CTAs
Impact
• Clearer service positioning across a multi-offer business
• Faster path to quotes and inquiries through cleaner structure and CTAs
• More trust-forward experience through consistency, reassurance, and proof cues
Aspire Living
Digital Trust Rebuild
Redesigned Aspire Living’s site so it felt as credible and human as the work itself.
aspireliving.org
Challenge
The digital presence didn’t match the warmth or trust of the organization. It needed clearer navigation, stronger credibility, and accessibility that actually works.
Built
• Rebuilt the information architecture so families, supporters, and partners could find what they need fast
• Designed cleaner layouts with accessibility-first typography and contrast
• Integrated awards, impact metrics, and donation pathways
• Worked with leadership to keep representation ethical and inclusive across stakeholders
Impact
• Higher stakeholder confidence through clearer, more transparent presentation
• Better navigation and accessibility for diverse users
• Stronger public perception through clearer proof and structure
Nordic Recond
Premium Brand Upgrade & Digital Identity
Built a minimalist, trust-focused digital presence for a high-end vehicle detailing brand.
nordicrecond.se
Challenge
The old website didn’t match the quality of the work. It needed premium positioning, clearer service separation, and copy that communicated precision without hype.
A second challenge was doing all of it in Swedish.
Built
• Reframed positioning around craftsmanship, precision, and Scandinavian restraint
• Designed a minimalist layout with clear hierarchy and strong visual rhythm
• Wrote concise, trust-led copy focused on quality assurance and results
• Structured services, technology, and gallery content so premium clients can scan fast
Impact
• Stronger premium perception and higher trust
• Easier navigation and smoother inquiry flow
Where Systems Meet Hospitality
The following work translates precision and behavioral logic into sensory experience.
A shift from data to rhythm, from process to performance.
Simpsons & The Cross
Hospitality Ops. Brand and Marketing
This is where I moved from restaurant management into marketing. Led guest experience and marketing across two Michelin restaurants under founder Andreas Antona. Built service systems and content that made the brand feel as strong online as it was in the room.
simpsonsrestaurant.co.uk
thecrosskenilworth.co.uk
Challenges
First: tighten the in-person experience so it runs at a Michelin standard every day.
Second: translate that standard into a brand presence people can feel online.
Operations and Experience
• Reworked the full customer journey with the GM. New service flow, clearer upsell moments, stronger consistency
• Built customer service training and handbooks to standardize delivery across the team
• Built service protocols that improved experience, reviews, and team performance
• Created new revenue streams and service-led income flows
• Delivered brand dinners and launch protocols with luxury partners (e.g., Dom Pérignon) and VIP-level events
Built. Marketing and Brand Presence
• Moved from management into marketing, then became Marketing Manager for The Cross while running both brands in parallel
• Shifted social content from “plates and interiors” to people, personality, and service
• Shot photography and introduced the team behind the plates to the brand story
• Built a repeatable content system across social, web, email, and print touchpoints to keep luxury positioning consistent
• Ran promotions and experiential projects alongside other Michelin Star chefs such as Glynn Purnell and Adam Stokes, plus Claire Hutchings and Stuart Deeley (both Masterchef UK winners)
Impact
• +30% annual sales through customer journey redesign and new income flows
• Social media engagement up 38% (The Cross) and 42% (Simpsons)
• Stronger service consistency and improved reviews through protocols and training
• More human, consistent brand presence across channels
• Turned an under-leveraged vegan menu into a growth channel. Secured #1 placement on PETA UK’s "10 Best Restaurants in the UK for Vegan Fine Dining", driving incremental demand and higher-value reservations.
From Hospitality to Authenticity
The Italian Foundation. Where precision met emotion. A decade in Michelin-level hospitality that shaped how I write and build brand experience.
Challenge
Before marketing, I spent over a decade in hospitality, where excellence isn’t written. It’s performed.
The real challenge was learning how to turn atmosphere, rhythm, and human detail into systems a team can repeat.
This period demanded:
• Leadership under pressure in high-end service environments
• A working understanding of perception, timing, and guest psychology
• Balancing warmth and discipline. Creativity and precision.
Built
• Opened Ristorante Caffè Vittorio Emanuele in Verona (2013) as Bar and Café Director. Set standards, flow, and day-to-day execution from launch.
• Led front-of-house operations for chef Italo Bassi in Verona (2015). Ran the floor end-to-end: guest flow, service rhythm, team performance.
• Designed guest-flow systems, staff training, and service orchestration built around timing, anticipation, and emotional precision
• Built in-person conversion moments: pairing prompts, add-ons, and future booking offers for events
• Ran VIP protocol dinners for heads of state, prime ministers, and high-profile guests
• Learned brand experience through human experience. That became the base layer of my later marketing frameworks
Transferable strengths
• Led fast-paced service teams and kept standards consistent
• Designed customer journeys using timing, perception, and sensory detail
• Built repeatable training and service protocols teams could follow
• Turned experience into outcomes: upsells, repeat bookings, event bookings, better reviews
• Delivered VIP-level service with calm execution
Education
Psychology, Strategy & Continuous Mastery
MSc Psychology – University of Liverpool
Focus: Social and Cognitive Psychology, Behavioural Insight, and Research Ethics.
Developing an applied understanding of cognition and human behaviour to strengthen data-driven marketing and brand systems.
Executive & Specialist Courses
• University of Cambridge (ICE) – Cognitive Psychology & Neuropsychology
• Harvard Medical School – Positive Psychology (ongoing)
• Inside LVMH – Creation, Branding & Client Experience
BA (Hons) Business Management – Buckinghamshire New University
Dissertation: The Impact of Digital Marketing on Consumer Buying Behaviour — A Case Study on Amazon.
Explored how digital touchpoints (email, SEO, reviews, and PPC) influence trust and decision-making through the Expectancy Disconfirmation and Theory of Planned Behaviour frameworks.
Approach to Learning
Education, for me, is operational. Each program reinforces a single goal, understanding how people think, decide, and feel, then translating that insight into systems that move them.
Operating Beliefs
Simplicity outperforms noise.
Execution beats performance theatre.
Systems scale. Personality differentiates.
Creativity without commercial logic is indulgence.
Commercial logic without soul is forgettable.
I build where those worlds meet.