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
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.
From there, I focus on creating clear, considered creative that can flex across channels — whether that’s paid media, web, email, or brand touchpoints. I’m comfortable working with data, testing creative, and refining 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 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.