Salesforce Experience Design, EMEA

Following the success with the Burberry Social Business project, I kept in touch with contacts as Salesforce and in 2014 they approached me about taking on a role to lead Experience Design as part of their growing Services arm with these ask:

  • Build a consistent, best-in-class, EMEA-wide Experience Design Practice.
  • Embed Experience Design and Design Thinking in the EMEA Services arm.
  • Provide expert support and leadership to pre-sales and projects
  • Provide creative direction and vision setting for programs.

I set out a plan from day 1 to give myself a guiding light, and I’ve executed on that plan over the last three years:


  • Experience Design was completely new to the Services organisation so year 1 was all about education and enablement.
  • Establish relationships with Sales and Delivery.
  • Grow a contractor network to be able to take on projects straight way.
  • Hire the first top-quality design professionals critical to early project successes and to set the bar sufficiently high.
  • Landing the first successful projects to prove the value Experience Design brings.


  • Establish a very strong UKi team of vocal, confident and top quality design professionals with a street-smart consultant mindset to coach non-design people.
  • Push UKi engagements up the CX maturity model.
  • Define EMEA relevant packages and working patterns while aligning with the AMER organisation.
  • Establish sales and delivery relationships outside UKi and land first projects outside UKi.
  • Deliver first stage-worthy project.


  • Establish equally strong “MVP” teams in the other three regions.
  • Accelerate regions up the CX maturity model.
  • Focus effort on strategic, enterprise-scale design engagement and establish first advisory roles.
  • Establish an EMEA-wide lean design leadership team.
  • Narrow and focus my own responsibilities to prepare for continued scale as we go into 2017.


  • Expand the regional teams at speed and scale in all four regions.
  • Support EMEA leadership in creating responsible growth‒ and hiring plans.
  • Enable regional design leadership.

Portfolio highlights

Salesforce Experience Design

Establishing and growing the Experience Design practice in EMEA for one of the most innovative companies in the world. Growing a practice at scale.

Burberry Social Business

Shaping the vision for an end-to-end work environment for employees, partners, vendors and suppliers for the digital leader in luxury. Creating a vision and deliver it.

Vivid Lime Creative Department

Building a creative department from the ground up for a multi-channel digital marketing agency. Building a creative team.