I’m Charlotte — a Creative Lead and Senior Creative.
I bring 10+ years’ experience across brand, campaign, digital and retail creative for consumer-facing businesses.
My background spans creative direction, campaign rollout, digital design, CRM, paid media, packaging and print — often working at the intersection of brand, 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’s 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 — from campaign and digital to print, packaging and customer-facing 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, print and
customer-facing touchpoints.
Brand & visual systems
Building identities and visual systems that create consistency, clarity and
long-term brand value.
Digital, e-commerce
& CRM
Creating homepage, landing page, email and campaign assets shaped around customer journeys and commercial goals.
Collaboration & leadership
Working closely with marketers, developers and stakeholders, supporting teams through feedback, mentoring and shared ownership.
Print, packaging & retail
Designing production-aware print, packaging, POS and physical brand touchpoints that extend the brand beyond the screen.