Apple

At Apple, I shaped how millions across Europe discovered and engaged with apps across the App Store ecosystem. As editorial lead for Apple Watch (EU) and part of the iPhone (UK) team, I developed platform storytelling across Apps, the Today tab, launches and In-App Events - translating product capabilities, cultural behaviour and business priorities into coherent, human-centred experiences. Working across product, editorial, design and developer growth, I drove editorial programming, product storytelling and discovery experiences across the App Store ecosystem. I also partnered with developers across Europe, advising on UX, onboarding, retention and subscription models through Apple’s Human Interface Guidelines to help improve product experiences and drive growth. Alongside delivery, I built frameworks and playbooks that improved consistency, scalability and launch readiness across teams, while developing future-facing wearable concepts and experience strategies presented to senior leaders globally. This multidisciplinary contribution across product, editorial, design and developer growth led to recognition as an Apple Future Leader.