At a glance
At a glance
At a glance
During my 15+ year career, I've shaped and shipped countless features used by millions of users worldwide, drawn insight from thousands of potential and existing users, and interviewed hundreds of prospective team members.
I've been in design leadership for the last 7 years, partnering with founders, executive leadership and cross-functional peers to deliver impactful products, build high-performing teams, and nurture thriving cultures, both in-person and in globally distributed environments.
During my 15+ year career, I've shaped and shipped countless features used by millions of users worldwide, drawn insight from thousands of potential and existing users, and interviewed hundreds of prospective team members.
I've been in design leadership for the last 7 years, partnering with founders, executive leadership and cross-functional peers to deliver impactful products, build high-performing teams, and nurture thriving cultures, both in-person and in globally distributed environments.
Katie Giblett
Lead Product Designer @ Vet AI
Sam is the kind of manager who changes careers.
She brings confidence, empathy, and real fire to her leadership– building people up, pushing them to do better, and fighting for her team every step of the way. When Sam says she’ll make something happen, she does. She creates an environment where you're set up to thrive: the right resources, the right conversations, and strong advocacy even when you're not in the room.
Sam brings clarity and purpose to our work, setting a clear vision for where we're headed and why it matters. She leads with trust, giving you the autonomy to own your work while always having your back. Her feedback is sharp, thoughtful, and always focused on helping you level up, turning "good" into "great".
Sam is also a powerful voice for mental health, encouraging balance so we can show up at our best. She doesn’t just encourage growth— she inspires you to think bigger, take on new opportunities, and unlock potential you didn’t know you had. Sam knows how to turn a group of individuals into a real team, creating a culture of safety, trust, and ambition. I’m a better designer– and a better teammate– because of her leadership.
Sam is the kind of manager who changes careers.
She brings confidence, empathy, and real fire to her leadership– building people up, pushing them to do better, and fighting for her team every step of the way. When Sam says she’ll make something happen, she does. She creates an environment where you're set up to thrive: the right resources, the right conversations, and strong advocacy even when you're not in the room.
Sam brings clarity and purpose to our work, setting a clear vision for where we're headed and why it matters. She leads with trust, giving you the autonomy to own your work while always having your back. Her feedback is sharp, thoughtful, and always focused on helping you level up, turning "good" into "great".
Sam is also a powerful voice for mental health, encouraging balance so we can show up at our best. She doesn’t just encourage growth— she inspires you to think bigger, take on new opportunities, and unlock potential you didn’t know you had. Sam knows how to turn a group of individuals into a real team, creating a culture of safety, trust, and ambition. I’m a better designer– and a better teammate– because of her leadership.
Katie Giblett
Lead Product Designer @ Vet AI
Sam is the kind of manager who changes careers.
She brings confidence, empathy, and real fire to her leadership - building people up, pushing them to do better, and fighting for her team every step of the way. When Sam says she’ll make something happen, she does. She creates an environment where you're set up to thrive: the right resources, the right conversations, and strong advocacy even when you're not in the room.
Sam brings clarity and purpose to our work, setting a clear vision for where we're headed and why it matters. She leads with trust, giving you the autonomy to own your work while always having your back. Her feedback is sharp, thoughtful, and always focused on helping you level up, turning "good" into "great".
Sam is also a powerful voice for mental health, encouraging balance so we can show up at our best. She doesn’t just encourage growth — she inspires you to think bigger, take on new opportunities, and unlock potential you didn’t know you had. Sam knows how to turn a group of individuals into a real team, creating a culture of safety, trust, and ambition. I’m a better designer - and a better teammate - because of her leadership.
What I do
What I do
Design value
Develop teams
Align & execute
1
Ðesign & build products people want (to pay for)
My goal is to create experiences that are both usable and valuable. I ground decisions in user-centred evidence and connect them to commercial and strategic goals.
The focus is always on launching with intentionality— something users need, and the business sees real return from, whether that's adoption, retention, revenue or something else.
Design value
Develop teams
Align & execute
1
Ðesign & build products people want (to pay for)
My goal is to create experiences that are both usable and valuable. I ground decisions in user-centred evidence and connect them to commercial and strategic goals.
The focus is always on launching with intentionality— something users need, and the business sees real return from, whether that's adoption, retention, revenue or something else.
Design value
Develop teams
Align & execute
1
Ðesign & build products people want (to pay for)
My goal is to create experiences that are both usable and valuable. I ground decisions in user-centred evidence and connect them to commercial and strategic goals.
The focus is always on launching with intentionality— something users need, and the business sees real return from, whether that's adoption, retention, revenue or something else.
Timeline
Timeline
Picsart
2022 – 2025
2022 – Current
Director of Growth Design & Research at Picsart, an AI-powered creative platform and global community of over 120 million MAUs.
I managed a multi-disciplinary team of individual contributors and managers that spanned across the conversion funnel, embedded or semi-embedded in product teams.
We designed for mobile app, mobile web and desktop web on a portfolio of B2B and B2C products (Picsart, Quicktools, AI Ad Maker).
I was closely involved in guiding and shaping the work, supporting and coaching individuals as they grew their craft and confidence, and stepping in hands-on when needed to keep quality high and momentum strong.
We designed and launched numerous strategic multi-phase initiatives in onboarding and engagement, and hundreds of tactical experiments improving activation, monetisation and retention across global geos.
Director of Growth Design & Research at Picsart, an AI-powered creative platform and global community of over 120 million MAUs.
I managed a multi-disciplinary team of individual contributors and managers that spanned across the conversion funnel, embedded or semi-embedded in product teams.
We designed for mobile app, mobile web and desktop web on a portfolio of B2B and B2C products (Picsart, Quicktools, AI Ad Maker).
I was closely involved in guiding and shaping the work, supporting and coaching individuals as they grew their craft and confidence, and stepping in hands-on when needed to keep quality high and momentum strong.
We designed and launched numerous strategic multi-phase initiatives in onboarding and engagement, and hundreds of tactical experiments improving activation, monetisation and retention across global geos.
Growth
Design
0 → 1
Global
Org building
Growth
Design
0 → 1
Global
Org building
Zoopla
2021 – 2022
As Head of User Research and member of Design Leadership at Zoopla, I grew the research function, improved design decision-making maturity and uncovered insight that informed and shaped the product roadmap across a portfolio of products for B2C and B2B, on web and mobile app.
As Head of User Research and member of Design Leadership at Zoopla, I grew the research function, improved design decision-making maturity and uncovered insight that informed and shaped the product roadmap across a portfolio of products for B2C and B2B, on web and mobile app.
Org building
Research
Design
Coaching
Org building
Research
Design
Coaching
Monzo
2017 – 2021
I joined Monzo in a lean, budding design team of 5 people shortly before we hit hyper growth. Evolving from Lead User Researcher to Head of Research, I scaled the research practice as we grew to over 30+ in Design, from 150 to >1500 internally, and from 400k to >5 million customers.
I worked in and closely with the product teams that built many of Monzo's most used features today.
I joined Monzo in a lean, budding design team of 5 people shortly before we hit hyper growth. Evolving from Lead User Researcher to Head of Research, I scaled the research practice as we grew to over 30+ in Design, from 150 to >1500 internally, and from 400k to >5 million customers.
I worked in and closely with the product teams that built many of Monzo's most used features today.
Scaling
0 → 1
Research
Design
Product
Various
2010 – 2017
In my early career, I gained experience as an individual contributor both in-house and agency side. I worked in a wide number of different industries and organisations, including financial services, e-commerce, and travel, for start-ups, scale-ups, international and multinational corporates.
Organisations I worked with include HSBC, Aviva, Lloyds, Tesco, Transport For London, EE, Vodafone, The Guardian, and Mulberry.
In my early career, I gained experience as an individual contributor doing research and design, both in-house and agency-side. I worked in a wide number of different industries and companies, including financial services, e-commerce, and travel, for start-ups, scale-ups, international and multinational corporates.
Organisations I worked with include HSBC, Aviva, Lloyds, Tesco, Transport For London, EE, Vodafone, The Guardian, and Mulberry.
In my early career, I gained experience as an individual contributor both in-house and agency side. I worked in a wide number of different industries and organisations, including financial services, e-commerce, and travel, for start-ups, scale-ups, international and multinational corporates.
Organisations I worked with include HSBC, Aviva, Lloyds, Tesco, Transport For London, EE, Vodafone, The Guardian, and Mulberry.
Research
Design
0 → 1
Transformation