ExpressVPN

ExpressVPN is a global leader in digital privacy, and during my five-year tenure, I played a pivotal role in scaling the design organisation from a boutique team of 4 to a robust department of 30. As Senior Design Manager, I directly led a multi-disciplinary team of 10 within the marketing division—overseeing motion designers, UX researchers, visual designers, and videographers across five time zones and four countries.

My leadership was defined by a commitment to operational excellence and intellectual clarity. I became an expert in the full talent lifecycle, from performing CV deep dives to conducting cross-functional interviews for designers, frontend developers, brand managers, and editors. I leveraged the Precision Questioning & Answering (PQA) framework to drive deeper critical thinking within my team, ensuring every design decision was backed by sound logic.

Key Strategic Contributions:

• Global Rebranding (2019): Actively shaped and executed the 2019 global rebrand, ensuring a cohesive visual identity across all platforms.

• Design System Architecture: Oversaw the initial setup and implementation of our design system, bridging the gap between design and engineering to ensure scalability.

• Creative Direction: Directed and reviewed a massive volume of high-impact creative work, including key campaign visuals, complex illustrations, marketing videos, and motion graphics.

• Mentorship & Growth: Drove team self-assessments and progress reviews, navigating the cultural nuances of an international workforce to help my designers elevate their craft and advance their careers.