I connect creative direction with experience design.
I’m a multidisciplinary Creative Director and experience design leader with 15+ years of experience across creative direction, brand strategy, UI/UX, digital product design, e-commerce, visual merchandising and customer experience.
My career began in visual merchandising and retail leadership, where I developed a strong foundation in visual storytelling, brand consistency, customer behaviour and team leadership. That experience continues to shape how I approach brands, products and digital experiences today.
I later expanded into UI/UX and digital product design, translating complex business, technical and customer requirements into intuitive experiences. At Dream Payments, I lead creative and experience direction across mobile, web, merchant-facing and partner-branded payment products.
Through Cinelli Designs, I also led an independent creative practice specializing in brand experience, UI/UX, websites, e-commerce and digital product design. This work strengthened my ability to guide projects from discovery and creative strategy through design, refinement and delivery.
I combine strategic creative leadership with hands-on execution, ensuring that every project balances visual distinction, usability, accessibility and commercial objectives.
