Joined Umi Digital, a specialist digital agency for the hospitality and travel sector, at the company’s founding in 2010 as Creative Director, holding a formal company Directorship, and helped grow the agency from a two-person startup to a team of around 15 by 2014.

• Established the agency’s original service delivery standards and shifted the business model toward high-value strategic consultancy, moving client conversations from aesthetics toward user behaviour and business outcomes.
• Played a leading role in new business pitches, client strategy and solution design, and joint investor pitches alongside the company’s other directors.
• Introduced user-centred design and customer experience thinking into both client engagements and internal delivery processes.