Developed and implemented two enterprise design systems — for P&O Cruises and Cunard — with over 200 components and variants, adopted by Studio, Content, and eCommerce teams.

Created a comprehensive Figma ecosystem used throughout the organisation; migrated all legacy agency components into smart, auto-layout, token-driven elements.

Led UX design for P&O Cruises' main Booking Flow, MyCruise section, and onboard guest app, from user research and stakeholder interviews to high-fidelity prototypes and developer handoff.

Collaborated with front-end developers on design token deployment, CSS consistency, and JavaScript interaction testing.

Conducted usability studies with the Insights team to enhance web and app features iteratively.

Mentored three in-house designers, coordinated external teams of 2–3 designers, organised monthly creative ideation sessions, and facilitated company-wide design networking.

Leveraged LLM and AI tools to speed up design documentation, stakeholder briefs, and concept development workflows.

Delivered 3 end-to-end design systems — Servomex, SkyBitz, and Sensopart (web + email) — across 10+ brand touch points and platforms, including WordPress, Magento, and bespoke stacks.

Designed digital products and campaign assets across the full funnel: websites, landing pages, emails, web banners, and social assets for clients in tech, industrial, SaaS, and FMCG sectors.

Implemented a Figma-based creative feedback loop adopted across Studio, Digital, and Account Management — reducing revision cycles and improving client handoff clarity.

Supervised and mentored a team of 4 designers; presented design rationale directly to senior client stakeholders.

Applied LLM prompting tools to support content briefs, rapid UX concepting, and app design research tasks.

Created the agency's in-house photography and video department, including studio setup, lighting design, and building a supplier network.

Managed project timelines, budgets, and scheduling within the creative department for multiple ongoing client retainers.

Art directed Coca-Cola's BTL campaign 'The Soundtrack of Your Life' at both national and international music festivals.

Managed branding and packaging for Nestlé and Unilever portfolios and played a key role in the nationwide Ford EV launch, including trade show design and digital/video art direction.

Led creative department operations; delivered Coca-Cola Zero national awareness campaign and international recruitment drive across Romania, Bulgaria, Turkey, and Greece.

Delivered campaigns for Lidl, Sheraton (Starwood Group), Guinness, Heineken, Carlsberg, Jack Daniel's, and Huawei.