ABOUT

Creativity, Logic, and Problem-solving. From a young age, I’ve been passionate about building things from scratch, questioning how things can be improved and bringing logic and creativity together.
Over the years, I’ve honed my skills to turn ideas into tangible outcomes, my experience spans production management to branding strategy to product design. I’ve had the opportunity to lead creative teams in fast-paced environments, as well as drive product strategy and development in industries such as fashion, FMCG, renewable energy, health-tech, fintech and blockchain.
I’m passionate about turning ideas into reality, guiding each step of the process while keeping the bigger business goals at the forefront. I specialise in simplifying complex technologies and designing user-friendly experiences, always with a focus on long-term impact. I believe collaboration and continuous learning are key to building innovative solutions that empower users and deliver real value.
SKILLS
Product Strategy & Development: End-to-end product design, from ideation to launch, focusing on UX/UI and ensuring business alignment.
Leadership & Team Building: Leading and mentoring cross-functional teams in product development and design across various sectors.
Blockchain & Web3: Deep experience in DeFi, NFTs, and decentralised governance, including launching groundbreaking blockchain products.
User-Centric Design: Skilled in user research, prototyping, and creating feedback-driven design processes to enhance user experience.
Brand Strategy & Positioning: Expertise in building and managing multi-brand strategies that elevate companies in competitive markets.
Data-Driven Decision Making: Leveraging data insights to inform design decisions, improve user engagement, and optimise product outcomes.
ACHIEVEMENTS
Launched multiple blockchain products, driving growth in user engagement and product adoption.
Played a pivotal role in securing €1M in investment for Iconic Holding by leading branding & product.
Led the development of a highly successful recruitment platform that gained positive market traction in its beta phase.
Delivered branding and design solutions that positioned companies as sector leaders.

TECHNOLOGIES
Design: Figma, Sketch, Zeplin, Adobe Suite
Collaboration: JIRA, Miro, Slack, WordPress
Blockchain & Web3: Governance, NFTs, decentralised finance (DeFi) platforms
PROFESSIONAL EXPERIENCE
Co-Founder & Head of Product
FactoryDAO / FactoryLabs | London | 2020–Present
Led the definition, design, and launch of a suite of decentralised applications, including a prediction market, NFT minting platform, and a liquidity bootstrapping platform, contributing to the growth of the DeFi space during its peak.
Created and executed a user-centered testing strategy, involving gated user groups to provide live feedback during product development, improving user satisfaction and engagement.
Defined and developed the brand identity for FactoryDAO and its products, leading to a cohesive multi-brand structure and strong market positioning.
Collaborated with clients such as Consensys, delivering bespoke solutions that integrated governance technology, token gating, and NFT sales.
Spearheaded the launch of "London VOICE," a blockchain-based platform utilising private LLMs for community governance, ensuring a user-friendly experience by obfuscating the technological complexities and removing the financial risks of crypto.
Brand Manager & Lead Product Designer
Iconic Holding | Frankfurt | 2018–2020
Developed and launched a multi-brand structure for the company's crypto-asset investment platforms, designing UX/UI for websites and products.

Led the design and research for an index fund asset manager platform, conducting interviews with fund managers and stakeholders to inform product development and improve user workflows.

Played a key role in the company's fundraising efforts, creating marketing and presentation materials that contributed to securing €1M in investment.

Built comprehensive brand books, messaging, and strategy for three separate brands under Iconic Holding, ensuring consistency across all digital and print assets.
Product & UX Officer
Procircle | London | 2017–2019
Led the design and development of Procircle, a recruitment platform for accounting professionals, from beta launch to successful market entry.
Managed product development, UX/UI design, and marketing strategy, collaborating closely with contractors and stakeholders to execute a seamless product launch.
Created the brand’s communication strategy, managing digital marketing campaigns and social media initiatives, which drove initial traction and positive user feedback.
Branding Consultant & Web Designer
Marubeni Europower | UK | 2019–2020
Defined the brand positioning and strategy for Marubeni’s renewable energy projects in the UK, developing a sub-brand under the global Marubeni umbrella.
Designed and launched a lead-generating website, showcasing Marubeni’s large-scale energy projects and guiding commercial clients toward Net Zero transitions.
Conducted extensive stakeholder interviews and market research to inform the brand strategy and website design, establishing the company as a leader in the UK renewable energy sector.
Senior Creative Designer
Firma Brandhouse | Tel Aviv | 2010–2012
Led comprehensive branding campaigns for major clients in fashion and FMCG, working on POS design, packaging, website design, and national campaigns.
Worked closely with the head of strategy to develop positioning, messaging, and identity for high-end clients, driving brand success in competitive markets.
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