About me

Leading with empathy. Scaling through systems.

I’m Sabrina, a design leader who helps teams move from fragmented ideas to confident, customer-centred direction, across products, countries and career stages.

I believe that great craft happens when psychological safety meets clear systems and high standards.

Across more than a decade in product design, I’ve worked on high-traffic e-commerce experiences, mature design systems and organisation-wide change. My role often starts where the brief is still ambiguous: finding the right problem, creating a credible path forward and aligning the people needed to deliver it.

I’m equally comfortable zooming out to frame a product strategy and zooming in to challenge a component state. That range helps me connect leadership intent with what customers actually experience.

My approach is collaborative and direct. I use research, prototypes and clear decision principles to bring difficult trade-offs into the open.

Sabrina speaking at an event

Leadership scope

The environments I know how to lead.

Up to 9 people

Managed teams across shared locations and fully remote setups.

Junior to design manager

Adapted coaching, expectations and support across different seniority levels.

Internal and B2C products

Led design across internal tools, e-commerce sites and customer-facing experiences.

Hiring and growth

Hired senior designers to complete teams and supported people through promotions.

Core strengths

Where I add the most value.

01

Product & UX strategy

Connecting customer insight, commercial context and a pragmatic route to value.

02

Design leadership

Creating clarity, coaching craft and helping cross-functional teams make stronger decisions.

03

Design systems

Building accessible foundations that improve consistency without constraining teams.

04

Organisational influence

Turning complex initiatives into stories and operating models that earn durable support.