Experience

With over 12 years of experience as a creative leader, I have focused on supporting mid-stage startups in scaling their businesses through comprehensive design development. My strategic, innovative, and thoughtful approach ensures product success, as seen in my role as Creative Director for Dapper Labs' portfolio of products, including NBA Top Shot, where I played a significant role in its breakout success.

Previously recognized as one of the most creative people in UK tech, I led the successful rebrand of Deliveroo and spent two years in London positioning the growing food delivery company as a global player. My expertise in art direction and design, coupled with my experience managing design teams and defining creative direction, make me an asset in the fast-paced startup world.

• Recruited and led a team of 5 brand designers and 2 product designers that developed the NBA Top Shot brand and collectible experience in just 8 weeks, resulting in the sale of over $700M in Top Shot collectibles within a 6-month period.

• Led Deliveroo’s successful global rebrand, which launched in 100 cities across 12 countries. Customer sentiment and brand awareness increased significantly, a key factor in revenue doubling from $129M to $277M in one year.

• Built an in-house team of 12 creatives in 6 months that produced a variety of brand assets (OOH, direct mail, display advertising, physical product, packaging, UI, email marketing), saving Deliveroo $500k+ annually.

Led the Creative Direction of high-profile blockchain projects such as NBA Top Shot, CryptoKitties, NFL ALL DAY, and Flow. Hired and managed Creative and Product designers. Facilitated routine cross-disciplinary strategic creative sessions with Partnerships, Product, Development, and Marketing.

• Collaborated with the Director of Partnerships, securing 5 leading sports companies, including the NFL and UFC, to design digital experiences on the Flow Blockchain. This was a leading factor in the company raising a total of $604.5M in funding within a 3.5 year period.

• Interviewed and hired 20 designers including Product Designers, Art Directors, Graphic Designers, Illustrators, Animators, 3D artists, Copywriters to launch and maintain 4 games.

• Directed Creative across Dappers five business streams, coached and mentored talented creatives who produced award winning campaigns such Clio Silver winner 60 second NBA Top Shot spot ‘feature Kevin Durant & the future of Fandom’.

• Recruited and led a team of 3 to create the Flow blockchain brand and promotional assets. Work was completed in a 3-week period with a $5k budget, and resulted in $18M raised.

Creative director responsible for driving brand innovation and awareness across three business streams: customers, restaurants, and riders. Hired and led a team of multi-talented creatives and facilitated a close collaboration between Creative and Product Design to build a beautifully designed and easy to use product.

• Collaborated with the Strategy director to define creative direction for all new business initiatives, which contributed to securing an additional $385M in funding within 9 months.

• Led regular workshops and strategic creative sessions with 10 General Marketing Managers. These sessions aligned needs and increased speed of creation and delivery of materials from 12 campaigns/36 weeks, to 4 weeks with one united campaign saving the company $650k.

• Developed a multi-tiered creative tool kit for the Partnership team, including a strategic campaign approach (including tone of voice/design system/content strategy) that solidified 3 key partnerships with large national chains.

• Created intuitive templates and efficient workflows to improve production efficiency by 25%. Saved the business 60k per campaign by hiring and onboarding freelance-production artists vs. outsourcing.