With 19+ years of experience across the fashion and beauty industries, from high street to luxury brands, I’ve blended creativity with technical expertise. Starting in Visual Merchandising, I developed a passion for designing immersive in-store experiences. This led me to digital retail, where I transitioned into Digital Merchandising and later expanded into full e-commerce strategies, covering website design, merchandising, content, and more.

I’ve worked with brands across the UK, Southeast Asia, Saudi Arabia, and Dubai, gaining valuable insights into regional market trends and customer behavior. This experience has helped me launch and optimise successful e-commerce platforms.

I’m eager to help brands, whether startups or established names, navigate the digital landscape and build user-centric online experiences that drive growth.