For over six years, I was integral to PUMA’s digital transformation, with a key focus on e-commerce redesign and user experience optimisation. A standout project was leading the end-to-end redesign of PUMA’s online store, where I collaborated closely with PUMA’s Creative Director, Sonya van Heyningen. Using Figma for wireframing and prototyping, I helped reimagine the digital shopping experience, integrating mobile-first design, seamless navigation, and responsive layouts.

This project wasn’t just about aesthetics; it was driven by data and a deep understanding of user behaviour. We created a more intuitive, customer-centric experience with a streamlined checkout process, enhanced product displays, and interactive elements to boost user engagement. The redesign aimed to meet the needs of modern consumers while reinforcing PUMA’s values of innovation, performance, and quality.

Additionally, I played a critical role in delivering several high-profile digital campaigns, including the Year of Sport and Paris Olympic 2024 initiatives, ensuring these projects resonated with audiences through impactful visuals and messaging. I also contributed to PUMA’s partnerships with Manchester City and AC Milan, creating digital experiences that aligned with the brands’ performance-driven ethos and engaged their global fanbases.

Lastly, I was a key player in executing PUMA’s “Forever Better” sustainability campaign, where I translated PUMA’s commitment to sustainable fashion into engaging digital content. This initiative highlighted eco-conscious materials and circular design practices, delivering a message of sustainability that resonated with consumers and reinforced PUMA’s dedication to a greener future.