Fractional Head of Design | Building strong brands and creative teams
I know that great design isn’t just about looks. It’s about clarity, structure, and measurable impact. Sometimes that means a full brand refresh. Other times, it’s about small operational shifts that unlock massive efficiency. Beyond hands-on leadership, I run brand strategy workshops and coach teams to think more strategically about design. My proudest moments? Scaling teams 5x, aligning brand with product vision, and helping designers create work that transforms businesses. Reach out. I’m always happy to chat about design leadership, scaling teams, and building brands that last.
I’ve led branding efforts on a global scale, shaping how companies present themselves and connect with their audience. From defining brand strategy and positioning to ensuring consistency across every touchpoint, I’ve worked on building strong, recognizable brands that grow with the business. Whether it’s a full rebrand, a visual refresh, or setting up brand guidelines that teams can actually use, I focus on making branding clear, practical, and impactful.
I grew a design team from 3 to 14 by bringing in the right mix of skills to match the company’s needs. Instead of just hiring more people, I focused on building a balanced team, adding experts in art direction, digital design, motion, and creative workflow. Along the way, I set up clear ways of working, improved teamwork with other departments, and created a strong team culture that helped everyone do their best work.
I’ve spent the last decade leading and scaling design teams, making sure design isn’t just about aesthetics but a core part of how a company grows. I know how to build and guide teams, align design with business goals, and create brands that stand out.
I’ve been using Figma since its early days, building everything from graphics that had no business being made in Figma to contributing to full-scale design systems. Whatever the challenge, I’ve probably tackled it.
I use Monday.com to keep my projects and tasks organized. It helps me track progress, collaborate easily, and make sure nothing falls through the cracks. Whether it’s planning a brand strategy, managing design work, or keeping clients updated, it keeps everything clear and moving forward.
I use Notion to keep everything in one place. Ideas, notes, project plans, and documents. It’s my go-to for organizing brand strategy work, tracking progress, and keeping things structured without feeling rigid. Whether I’m mapping out a workshop or documenting design decisions, it helps me stay clear and focused.
I started in graphic design, crafting visual identities, campaigns, and brand systems that tell a clear story. Over the years, my focus has shifted to the bigger picture: how design connects to business growth, but I still bring a sharp eye for detail and a deep understanding of what makes a brand stand out visually.
I’m not a product designer, but I understand the foundations and how design fits into the bigger picture. I’m very comfortable with design systems: how they scale, how they bring consistency, and how they bridge brand and product. I know how to work with product teams to make sure design isn’t just polished but also functional and aligned with the brand.
I help SaaS scale-ups turn design into a strategic growth driver. I specialize in brand strategy, team scaling, and bridging product and brand to create high-performing, impact-driven design teams. Whether refining brand positioning or developing a GTM strategy, I bring hands-on leadership and a sharp focus on results.
I led a team ± 14 talented creatives, shaping Adyen’s brand and design strategy on a global scale. My role was all about connecting brand and product design, making sure everything felt consistent and impactful. Together, we built an in-house creative team that managed everything from design language, branding, and campaigns to experiences and content. We supported Adyen’s growth and brought the brand to life across all platforms. It was a mix of collaboration, creativity, and big-picture thinking to drive results that really mattered.
Leading global projects and maintaining, initiating design guidelines and processes.
Responsabile for coaching designers and executing on big projects.
Responsible for crafting graphics that align with the brand guidelines.
Focused on creating impactful brand identities for a diverse range of clients.