I’m Charlotte — a Creative Lead and Senior Digital Designer with over
10 years’ experience working across
e-commerce, marketing, and brand…
My background spans creative direction, digital design, paid media, web, packaging and content — often sitting at the intersection of design, marketing and commercial performance.
My background is rooted in digital and marketing-led design, with a strong focus on e-commerce and performance-driven environments. Over the years, my role has evolved from hands-on designer to creative lead — shaping campaigns, building brand systems, and guiding creative direction across multiple channels.
I’ve worked in fast-paced teams where design decisions are closely tied to commercial goals, data, and customer behaviour. That’s shaped how I approach my work today: strategic, collaborative, and always grounded in real-world outcomes.
How I approach design
From there, I focus on creating clear, considered creative that can flex across channels — whether that’s paid media, web, email, or brand touch points. I’m comfortable working with data, testing creative, and refining ideas based on performance, not just preference.
I’m most effective when design is treated as part of a wider strategy — not an afterthought. I like to understand the problem first: the audience, the goal, the constraints, and the commercial context.
I believe strong design balances intuition with evidence — creativity with intent.
What I bring to teams
Creative direction & campaigns
Leading concepts from early idea through to execution, ensuring consistency and clarity across channels.
Brand & visual systems
Leading concepts from early idea through to execution, ensuring consistency and clarity across channels.
Web, UX & content
Creating UX-led layouts, landing pages and content that guide users clearly and support business goals.
Collaboration & leadership
Working closely with marketers, developers and stakeholders, and supporting teams through feedback, mentoring and shared ownership.
Marketing &
performance design
Designing for paid social, display, e-commerce and CRM, with a strong understanding of conversion, testing and optimisation.