I’m Charlotte — a Creative Lead and Senior Creative with over 10 years’ experience across e-commerce, brand and digital design.

My background spans creative direction, digital design, paid media, web, packaging and content — often working at the intersection of design, marketing and commercial performance.

I work best in fast-paced teams where design is closely tied to commercial goals, customer behaviour and brand consistency. That’s shaped an approach that is strategic, collaborative and grounded in real-world outcomes.

How I approach design

I’m most effective when design is treated as part of a wider strategy, not an afterthought. I like to understand the audience, the goal, the constraints and the commercial context before creative begins.

From there, I focus on creating considered work that can flex across channels — whether that’s paid media, web, email or broader brand touchpoints. I’m comfortable testing, refining and developing ideas based on performance, not just preference.

I believe strong design balances intuition with evidence — creativity with intent.

What I bring to teams

Creative direction & campaigns

Leading ideas from concept through rollout across digital and campaign touchpoints.

Brand & visual systems

Building identities and visual systems that create consistency, clarity and
long-term brand value.

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.