My background I started my career at Yellow Pages (Sensis, now Thryv) in customer service, worked my way into account management, and eventually into running paid campaigns across Google, Microsoft, and Facebook clients across an almost comically diverse range of industries. I then moved to a digital marketing agency, where I expanded into LinkedIn Ads, email marketing, SEO, and a broader mix of digital channels, learning how to think about marketing at a strategic level, not just a campaign level.

Freelancing added another dimension — working with clients from Malaysia and the Middle East taught me how to read diverse audiences, adapt across cultural contexts, and make creative decisions that tied back to real business outcomes.

Design was always pulling at me throughout all of it. I was the person tweaking ad creatives and conducting A/B testing, rearranging layouts nobody asked me to touch, and genuinely caring whether the visual made sense before the copy did. Eventually it stopped making sense to call myself anything other than a designer.

My approach I design with the end user in mind but never lose sight of the business behind the brief. Good design should be visually compelling and strategically sound — one without the other is either decoration or a spreadsheet. I ask questions, I dig into the why before I touch the how, and I think the best creative decisions are usually the ones that look obvious in hindsight.

I'm also genuinely fascinated by how AI is reshaping design and UX — not as something to be wary of, but as a tool that makes thoughtful designers more powerful. I'm less interested in using it to generate outputs and more interested in using it as a force multiplier for thinking. Faster research synthesis, sharper ideation, quicker iteration — AI handled well frees up the cognitive space for the parts of design that actually require a human: judgment, empathy, and creative instinct. That's where I want to spend my time.