Chief Experience
& Design Officer
A description of the function I perform and the problems I solve.
I fix broken CX that slows growth.
I fix broken CX that slows growth
When the brand promise and the lived customer experience don't match. When journeys break across silos, no one owns the outcome. When revenue stalls and the organisation can feel it, but can't find the source. I diagnose where experience is losing money across acquisition, onboarding, servicing, and retention. Then I build and lead the programmes that fix it.
What you get
A leader who changes what your experience means to customers, not just how efficiently it runs. Design is my operating logic, not a discipline I apply after strategy is set. That is why the work holds after the mandate ends, and why it moves numbers that operations alone cannot reach.
Available now
Based in London, open to relocation across the UK and EU. I partner with executives and teams when design carries direct commercial accountability. Fractional, interim, or permanent mandates.
Selected Impact & Outcomes delivered
Saudi Telecom Company STC
Unified 100+ digital platforms across 13 subsidiaries. Introduced shared design governance, reducing delivery time by 30% and aligning teams under one experience model.
IKEA HEMSÄKER
Designed and launched IKEA’s first digital home insurance product. Reached 10% market penetration in Swiss households in year one and achieved top-5 CSAT.
Specsavers Blended Experience Programme
Led a CX, EX, and service design playbook across 2,800+ stores and 6+ markets. Improved experience orchestration and reduced operational friction.
Interbrand (Global Remit)
Directed global brand and marketing systems generating +$16.5M incremental revenue and +32% qualified leads in 12 months. Scaled governance and content systems across markets.
Omnicom SHAPE Programme
Led a network-wide innovation programme for 1,500+ agencies. Delivered 25 global client wins; €15M pitch win; +83% ROI.
Uber EMEA
Created a Rider Experience Toolkit across 4 markets. Engaged 4,443 of riders to identify loyalty drivers and accelerate planning cycles.
Liberty Global
Embedded over 6,000 customer insights into a unified North Star framework. Improved NPS by 10pt in applying markets.
Plum Guide
Directed identity and product design supporting £14M Series B. Strengthened investor confidence through integrated experience design.
Experience Systems Approach
I apply an experience systems mindset that unites brand promise, customer reality, and service delivery. This approach turns design into a measurable driver of business performance, improving acquisition, retention, revenue, growth, and trust.
AI-Enabled Strategic Design
I treat AI as both a design capability and an emerging actor within experiences. Beyond operational velocity, I use it to deepen understanding and reduce uncertainty in complex service systems. This allows me to automate the synthesis of data for executive decision-making while ensuring human qualities remain the anchor of long-term value.
Teaching, Mentoring & Speaking
I lecture and mentor on the intersection of strategic design and enterprise governance. I help organisations and postgraduate students move beyond "design as a service" to understand how design functions as a core business operating model.
Career Snapshot
Brand → CX → Product → Service → Systems
I began in Italy, founding a studio in brand and digital design that strengthened my visual craft and creative direction.
I expanded into human-centred innovation at C Space London, shaping services and propositions across Europe and North America.
At Interbrand Global, I directed system-level programmes unifying platforms, scaling governance, and contributing to revenue growth.
At VML London, I led a major CX and EX transformation for Specsavers, embedding service design as a global operating model across retail, clinical, operations, and digital.
Across all roles, I’ve applied systems thinking to align brand promise, customer reality, and service delivery into one operating model.
Telecom, Media & Technology – Saudi Telecom Company, Liberty Global, Google, YouTube, Orange UK, Nokia, Philips
Retail, Mobility & Consumer Brands – IKEA, Specsavers, Piaggio, Tesco, Sainsbury’s/Argos, Boden, Capri-Sun, Blossom Hill
Financial Services & Insurance – TSB Bank, Zurich, Experian, IKEA Financial Services (Ikano Bank, Swiss Re iptiQ)
Healthcare, Life Sciences & Wellbeing – Simplyhealth, Sanofi, DSM-Firmenich, Elsevier
Hospitality, Travel & Leisure – Soneva, The Plum Guide, MSC Cruises, Global Hotel Alliance
Education, Institutions & Culture – POLIMI Graduate School of Management, NCFE, University of Perugia
Marketing, Creative & Agency Networks – Omnicom, Interbrand
Social Impact & Purpose Ventures – BridgeAid, Anti-Do-To
Ale
Chief Experience & Design Officer
Design is an act of attention.
For the people. For the business. For the system that connects them.
Based in London
Open to relocation across UK and EU
Fractional, Interim, Permanent