I began my career in Auckland's agency world, working across advertising, digital marketing, websites, and mobile experiences for brands including Air New Zealand, Cadbury, Lion, and Leukaemia & Blood Cancer New Zealand. Those early years gave me a strong foundation in storytelling, customer engagement, and translating brand strategy into digital experiences.

As my career evolved, I moved deeper into UX and product design, leading end-to-end digital projects across agencies including Federation, Insight Creative, and Catch Design. I partnered with organisations such as Mercury, Fonterra, 2degrees, ACG Schools, and the Ministry of Social Development, facilitating workshops, shaping digital strategy, and embedding within Agile product teams to deliver large-scale customer experiences.

Over the past 8 years, I've worked within New Zealand's energy sector, helping shape digital products used by hundreds of thousands of New Zealanders. From redesigning Mercury's customer self-service platform and contributing to the Mercury Go app, to leading Product Design at Genesis Energy across its website and Energy IQ app, my work has focused on helping people better understand complex information and take meaningful action.

Most recently, my role expanded beyond Product Design into leadership across both Design and Engineering disciplines. Leading a multidisciplinary team of 16+ specialists gave me a broader perspective on how customer needs, business priorities, product strategy, and technology come together to create successful products at scale.

Today, I'm focused on the next chapter of my career as a Lead Product Designer, combining the breadth of experience gained through leadership with the impact of hands-on product design. I'm particularly interested in SaaS, AI-enabled products, energy, climate-tech, and modern organisations working on the kinds of challenges that will shape how people live, work, and interact with technology over the next decade.