⸺ I partner with leaders in digital health, mental health and human development to make complex value clear and scalable without losing what makes it credible.
My career has developed across disciplines and levels of responsibility – from designing products and experiences to shaping strategy, building ventures and leading a company.
This gives me a practical view of how leadership intent becomes team decisions and customer experience.
I move between
I look for where these perspectives support one another, where they conflict and which differences matter.
I have had to make these connections work, not only advise on them. As co-founder of Robin Wood and CEO of Sensly, I carried strategy through the business model, product, service and customer experience.
Running my first venture, a design agency that worked with more than 120 businesses across industries, revealed a pattern that shaped my approach to strategy: most strategic waste starts with a poorly framed problem. Teams are often set up to move into solutions before the challenge has been properly defined.
Leading the repositioning of Stileo, a digital platform used by more than 20 million people, grounded my view that brand strategy should act as an integration layer – connecting intended value with product, sales and customer experience.
Carrying full responsibility as co-founder and CEO taught me to design strategy as a working system: translated into decisions, tested through feedback and refined through execution.
For more than 20 years, I have designed digital products, services, visual systems, and customer experiences.
Design became a way of balancing business intent, human needs and the realities of turning ideas into products and experiences.
At Sensly, I translated nuanced mental-health needs into a digital platform that could meet product and commercial constraints.
At UBS, design had to connect complex internal architecture with client behaviour while meeting strict regulatory requirements.
At Robin Wood, I connected the brand story with the materials, products, e-commerce and wider customer experience.
A great design holds when the explanation ends. The intended value becomes clear in how it works and how people experience it.
My deeper understanding of mental health and healthcare is both professional and personal. Leading Sensly and working with professionals and users taught me how support is designed; my own experience showed me what fragmented care asks of the person seeking it.
It showed me how much burden falls on people when services are difficult to understand, promises exceed what can be delivered, or responsibility passes between disconnected parts of the system.
The gaps often become work the person seeking help has to carry.
These experiences broadened my perspective and challenged my understanding. They help me build solutions grounded in real physical, emotional and systemic constraints.
⸺ and notes where I unpack complex business questions, so you can make sense of complexity and decide with greater confidence.
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