Digital Lead
I’m passionate about helping brands see the bigger picture of their customer experience—and improving it through research, good UI, experimentation, and strategy that delivers real commercial results.
I like getting to the heart of a problem, understanding what people actually need, and working with the right people to find a solution that works in the real world.
I’m increasingly interested in how AI can change the way we work. I use it to explore ideas, prototype quickly and help teams communicate more effectively, while keeping human judgement and user needs at the centre.
Areas of Expertise
-
Evidence-Led Product Strategy:
I design research and testing programmes that turn complex user behaviours into clear roadmap priorities, de-risking big decisions before we build.
-
High-Impact Commercial Growth:
I focus on the metrics that matter. I use targeted experimentation to transform design improvements into measurable business success and product growth.
-
Stakeholder Alignment & Buy-in:
I act as the bridge between competing departmental interests, using objective data to cut through the "noise" and keep projects moving toward a unified goal.
-
Scalable Design & Delivery
I oversee the full product lifecycle—from "Day Zero" workshops to managing design systems that help teams stay consistent and move faster.
Lucie Turnbull, Digital Brand Manager Hillarys“I’ve worked with Gina for 5 years; her UX expertise and use of data are a huge asset. She consistently delivers the right user journey while balancing commercial and SEO requirements. As a result, we’ve seen the site’s conversion rate increase year-over-year, even in a tough trading environment.”
Amazing clients have allowed me to produce work I am proud of.
Featured Work
Design lead on Hillarys Product team
Who I’ve worked with.
