Design & Strategy Director: Sep 2021 – Present

Amsterdam, Netherlands 

As a Director in Deloitte Consulting I lead and build the Customer Strategy, Design and Innovation team across the Netherlands as part of our management team. I mentor a strong team of designers, and lead the craft and offering by executing a vision for design, and the offering that is put out in the market. Myself and my team of 80 build digital propositions in e-commerce, health technologies, fin-tech and much more. Part of my role is to create a thriving environment and to that end I have developed mechanisms to measure psychological safety as part of my role in creating a high performing team. Working with diverse clients means bringing strong stakeholder management skills, a data driven mindset, a range of design abilities from service design, design system creation through to prototyping, propositions design, design principles, product design and evaluating with analytics and data. These abilities help tie together teams across industries and most importantly deliver on time and on budget to help scale business. 


Global Experience Director: Jan 2019 – Sep 2021

Amsterdam & Eindhoven Area, Netherlands 

Global Experience Director comes with the responsibility of the business cluster Precision Diagnosis (1 of the 4 Business clusters which make up Philips as whole). My role was to harmonise all our software solutions and make a commercially viable, enjoyable, usable experience for our customers. I engaged the business leaders inside the cluster to roll out the Philips design language system (DLS) by helping them adopt it in their individual solution spaces. I work with the individual businesses (verticals) on their roadmaps to combine design and development activities for maximum impact in the shortest time. I worked with agile design (horizontally) with software architects on platform issues, and report on our software design experience to our upper management. Formally I make the bridge between the design and development world so our solutions make sense and perform at scale. I also work on creating and scaling efficiency measures across whole cluster such as our modular configurable design approach. The day to day includes, strategy, vision, design and product evaluations, design scorecards evaluations, building propositions, updating the design system, stakeholder management and legacy management. A portion of my time remains with managing my team of Leads, Designers and UX/UI professionals.


Sr Creative & Team Lead: Jul 2016 – Jan 2019

Amsterdam Area, Netherlands 

As the Sr Creative Lead in Philips for the sDLS system, (Software Design Language System) which was released at version 1 in July 2018 under my direction. During my time in this role I switched the team from waterfall to agile design, installed a review process, wrote & delivered sDLS training for all UX Leads, started support sessions for projects, worked with toolkit teams, aligned product development to visual designs, gave creative and visual direction to the projects using the design system language, had the responsibility for quality and took the sDLS message to our stakeholders. I also managed outside agencies and coached several designers, all while managing the whole design eco-system and setting the vision for what sDLS could be.

Lead & Principal of UX: Jan 2013 – Jun 2016

Amsterdam Area, Netherlands

At Backbase I lead and defined the UX strategy for Professional Services. Having grown and scaled the creative team from 0-50. I helped mature the UX design, way of working and project methodologies. I defined the vision, UX process, user profiles, created journey maps, created flows and created visual solutions. I scaled design across platforms, created connected device design, prototyped, coached clients on design thinking, traveled and took the lead on the impact new technology had for our solutions. I was UX lead in many high profile Fintech projects for the financial industry. I was also a mentor and managed my team in the ways of UX. I talent managed 20+ UX Consultants, 20+ Front End and 10+ Back End Developers.

Senior UX/UI: Jul 2011 – Dec 2012

Amsterdam Area, Netherlands

I designed for Cloud9 IDE’s user experience (UX/UI) and brand, helped guide the design and development teams in building features and flows. I was also involved in the business’ future vision and collaborated with the CEO, CTO, Creative Director and Marketing to create company roadmaps. It was a flat structure, I enjoyed driving the design & product direction in a start-up, being only 1 of 2 designers. The company was sold to Amazon.


Co-Founder & Creative Operational Director: Nov 2010 – Jul 2011

Glasgow Area, UK

Here I was a Co-Founder responsible for driving the business design as well as all the pitches for VC funding. From a design POV I was responsible for the design, flow, feature implementation and UX/UI of new products. Responsible for translating marketing objectives into creative strategies, designs, and plans. I managed the graphic design, website development, collateral development, copywriting, advertising, and promotions, as well as day to day running of the office, and staff. The company was wound down when we sold it for profit. 

Further Work Experience Available on LinkedIn


University of Amsterdam Business School

EXEC MBA in Business Administration 2020-2022
Specialism in Corporate Transformation 

I achieved my EXEC MBA with distinction. Average mark of A.
Main Subjects: Competitive & Corporate Strategy, Ethics & Sustainability, Business Negotiations, Strategic Performance Management, Change Management, International Business, Business Analytics, Valuation, Corporate Finance, Purpose Driven Strategy, Executive Process, Conscious Marketing, Digital Business, Business Simulation.


Glasgow Caledonian University

BA (hons) Applied Graphics with Multimedia Technology

I achieved my degree with distinction Mark: 2:1.
Main subjects: design studies project, multimedia development technology with interface design, business studies, graphic design, webpage development, animation, desktop publishing and 3D modelling.


City of Glasgow College

HND Digital Art & Design (Diploma) 


Certificate in User Experience
(speciality recognition in UX Management)

Issued Apr 2022 by: Nielsen Norman Group


Enterprise Design Thinking – Team Essentials for AI

Issued Jul 2020 by: IBM


Enterprise Design Thinking – Co-Creator

Issued Jul 2020 by: IBM


Enterprise Design Thinking – Practitioner

Issued Jul 2020 by: IBM


Team Culture 

Issued Jan 2018 by: New Heroes – Amsterdam


On Strategy : What Managers Can Learn from Great Philosophers (online) 

Issued Jun 2014 by: Ecole Centrale Paris


Developing Innovative Ideas for New Companies (online)

Issued May 2014 by: University of Maryland

Inspiring Leadership through Emotional Intelligence (online)

Issued Jun 2013 by: Case Western Reserve University

Gamification (online)

Issued Sep 2012 by: Penn State University


Following is a list of programs that I have a thorough and sound professional knowledge of:
Figma, Sketch, Flinto, Craft, Adobe Creative Suite 2022 including, Photoshop, Illustrator, InDesign, After Effects, Sublime Text Editor (CSS, CSS3 & HTML5),  Javascript, Balsamiq, Omni Graffle, Invisionapp, Github, Screenflow, Premier, MS Office Suite, Acrobat, Keynote, Pages, Miro, plus a few other niche softwares.


Design X Social – Juror
08/09/10 August 2022

Future of Customer Experience – Speaker
21 July 2022

Amsterdam Digital Masters Program – Speaker
08 July 2022

UXSTRAT – Speaker

14 June 2022

Codemotion Online Conference – Master of Ceremonies
21/22/23 October 2020

Innovation Roundtable 
9th September 2020

Ladies that UX – Mentorship Program – Closing Events
8th September 2020

The next web – TWN – Couch Sessions
11th June 2020

Codemotion – Program Committee
2-3rd April 2019

DOMCODE – Meetup
26th June 2018

Codemotion Amsterdam 2017 – Conference
16-17th May 2017

Codemotion Milan 2016 – Conference
25th-26th November 2016

Ladies that UX – Meetup
9th March 2016

Topconf Bucharest 2015 – Conference
29th September 2015

Codemotion Milan 2014 (Youtube Interview)– Conference
29th November 2014

Dutch Mobile Conference
28th June 2014

UX Scotland – Conference
20th June 2014


IF Award – Patient Dashboard (2020)

IF Award – Modules (2020)

The Hammerman Award (winner)

Prince Phillip Award (runner up)



Screenshot 2022-11-13 at 19.46

JUROR: America By Design Season 2 (Trailer)

October 2021

Appears as a Juror on American TV SHow “America By Design”. Appearance throughout season 2. 


Program Committee: Codemotion Amsterdam

Sep 2018 – Present

I help organise a tech conference every year in Amsterdam. Organising speakers, managing the design track and making sure the conference goes smoothly.


Mentor: Designlab (

Aug 2015 – Present

One on One design coach for people learning to become designers.


Publisher: UX Newspaper

Jun 2017 – Present

All the latest news gathered and published into a newspaper for UX fans


Coder: Github

Feb 2015 – Present

I keep an online repo of all my open source projects in code.