Creative Director → Product & Design Director

edays

Four years transforming an absence management SaaS. Promoted from Creative Director to the senior leadership team — now owning product direction, design systems, and AI adoption.

2021–Present

4.8

App Store Rating

100k+

App Downloads

60%+

AI Bot Adoption

Projects (6)

Admin Panel Redesign

An offshore team spent 12 months rebuilding our admin panel and still had 12 months to go. I cancelled the project, changed the approach, and delivered in 5. Then added an AI help bot that hit 60%+ adoption.

Product DesignAIResearch

Core HR Module

Transforming edays from absence management into a unified HR platform. Research-led, data-backed, user-tested.

Product StrategyResearchProduct Design

Mobile App

80% of what you need to do in edays, none of the complexity. 4.8 stars, 100k downloads, zero one-star reviews.

MobileProduct DesignAnimation

Workflow Builder

Found out on Thursday that a dev team was starting Monday with nothing to build. Four days to design an automation engine from scratch. It's now called "the brain of edays."

Product DesignComplex Systems

Design System

A design system built from scratch with a four-year rollout. AA accessibility baseline, fully tokenised, around 100 components.

Design SystemsAccessibilityFigma

Brand & Marketing

Full creative function beyond product design. AI-generated brand imagery, in-house video production, and systems that let the marketing team work independently.

BrandVideo ProductionAI Innovation