Formerly an Agency Lead designing for major brands, I now apply that institutional knowledge to my own practice as an independent Website Owner.
In the agency world, I learned how to manage stakeholders and brand consistency. Now, managing websites myself, I pair those skills with hands-on technical optimisation. This portfolio showcases work where I have taken total responsibility for the outcome—delivering sites that are not only structurally sound and beautiful but engineered for speed and conversion.
I designed and built a custom WordPress website for Greenhill Gardens, simplifying content management for their volunteers with tailored post types and dynamic queries. The new site not only improved usability but also drove increased traffic and email signups—demonstrating the impact of thoughtful UX.
To strengthen community engagement, I also integrated an automated email system, ensuring timely updates and keeping supporters connected with the gardens’ latest news.
A complex multi-vendor marketplace built as a functional MVP to validate the business concept. I engineered the custom data architecture, vendor onboarding flows, and search logic to create a seamless Proof-of-Concept for market testing.
A custom WordPress site designed to help homeowners share essential information with their home exchange guests. The website includes a private, password-protected area with appliance how-to videos, check-in instructions, and detailed house guidance, ensuring personal data stays secure. It also features a multilingual setup across four languages and an easy-to-update structure, enabling the owners to quickly add new content, photos, and local recommendations for each upcoming exchange.
Impact CRO, a well-established CRO agency with 17 years in the industry, required a website that mirrored their data-driven and results-oriented approach. I designed and built a website that effectively communicates their expertise in conversion rate optimization, highlighting their use of data, research, UX, buyer psychology, and A/B testing. The final product is a professional and informative website that reinforces Impact CRO’s position as a leader in the CRO space
A focused brochure site designed to establish authority for a Data & Storage consultant. This project demonstrates my ability to manage the full lifecycle of a web build- from visual direction and copywriting to technical execution.
I customised the Hello Elementor theme to create a professional, fast-loading UI, while solving key business requirements with specific technical integrations. This included setting up seamless appointment scheduling (SSA), fixing transaction email reliability (WP Mail SMTP), and implementing a rigorous SEO and analytics foundation (RankMath, GA4). A perfect example of delivering a polished, high-performing site that is ready to rank and convert from day one.
At Dow Carter, I led the design of The Conran Shop’s new email and CRM experience. My primary challenge was to translate the brand’s distinct in-store aesthetic into a flexible, modular email system. By collaborating with the copy, CRM, and dev teams, I developed new templates that were optimised for mobile and various customer segments.
The results were immediate: we cut the design-to-send time from 5 days to 2 days, and early campaigns delivered a +18% email CTR and a +12% online revenue boost. This project honed my skills in designing for clear hierarchy and scannability – principles I now apply directly to building effective hero sections, landing pages, and sign-up flows in WordPress.
As the senior designer and assigned the creative lead for Calvin Klein, I was tasked with protecting and evolving their brand online. I designed microsites, lookbooks, and banners within strict global guidelines, partnering with media teams to test and refine creatives. We successfully delivered a component system reused across 20+ campaigns and improved landing page engagement by 22% time-on-page through cleaner layouts. Working with this global brand sharpened my eye for typography, rhythm, and restraint, a discipline that now feeds directly into the clean UI systems I design in WordPress.
At Dow Carter, I became the lead designer for Penguin’s B2B digital catalogue, aimed at booksellers. I focused on planning a site structure and page templates that balanced strong visuals with dense product data (ISBNs, pricing) so buyers could quickly filter and shortlist titles. This new central catalogue replaced multiple PDF processes, helped reduce buyer research time by 30%, and was highly commended at the New Media Effectiveness Awards. This work honed my ability to structure large content libraries, experience I now use to design custom post types, archives, and faceted search for content-heavy WordPress sites.
At WCRS, I worked to modernise the Liberal Democrats’ online campaign presence. I designed landing pages and supporter sign-up flows, simplifying complex policy messages into clear, approachable layouts. We redesigned the key “Join” and “Donate” journeys, which contributed to a double-digit uplift in conversion. We also built a modular page system that dozens of regional campaign teams could adapt. This experience taught me how to design for clarity and trust – crucial skills for building WordPress sites where users are asked to donate or share personal information.
Before specialising in WordPress, I spent several years in London digital agencies designing high-performing websites and campaigns for global brands and political parties. These projects are older in tech terms, but they shaped how I think about UX, messaging and conversion – the foundations I now use when planning and building modern WordPress sites
