This project highlights how I approach digital product leadership: by aligning user experience, brand strategy, and business goals.

Reimagining Theatre Tokens’ national gift card for a modern retail audience. By leading a creative refresh that boosted visibility, inclusivity, emotional appeal and drove stronger sales and wider audience reach across major UK supermarkets.

When the pandemic shut down the UK theatre industry, I led the rapid digital launch of the Theatre Artists Fund — a nationwide charity founded by Sir Sam Mendes to support out-of-work theatre professionals.

When Mastercard and the Society of London Theatre set out to reward loyal theatregoers, I helped turn their idea into a seamless digital experience.

I led the digital product delivery for O2’s Theatre Tokens promotion, turning a complex partnership into a high-performing, data-driven rewards product. The solution achieved 100% voucher redemption within 24 hours.

Delivered the first online ticketing capability for TKTS London, integrating six West End systems into a single platform. The result: faster sales, real-time pricing, and a seamless digital experience for theatre audiences and staff alike.

How we transitioned OfficialLondonTheatre.com from a static listings website into a dynamic ticketing platform serving all of the West End’s box offices.