CREATIVE DIRECTOR
Transformed an outdated, non-digital strategy into a bold, modern
brand experience—revitalizing Chain Reaction for today’s riders

DESIGN LEAD
Led a high-performing creative team, uniting UI/UX, e-commerce,
and brand designers to craft seamless, high-impact digital experiences 

AMBITIOUS CONTENT
Developed and executed a global content strategy, rolling out striking
photography and storytelling that captures the MTB scene

At Chain Reaction, I focused on digital transformation and UX-led projects, helping modernise customer journeys and improve how people shopped across web and mobile. A lot of the work sat at the intersection of data, design, and performance — making things simpler, faster, and easier to use without losing brand personality.