SONIA GRIFFIN

About

Hi 👋 I'm Sonia

I'm a Digital Designer with 15+ years' experience delivering user centred digital experiences and high impact campaigns across web, mobile, CRM, and interactive platforms.

Built on a background in print, my work now runs from website and app redesigns to UX testing. I studied Graphic and Media Design at University of the Arts London.

When I'm not in front of the computer you can usually find me at the park with my family, or learning to cook a new dish. I love trying new recipes!

Sonia Griffin

Experience

Senior Design Leadership & Digital Campaigns

As Senior Digital Designer at A.S. Watson Group since 2015, I lead digital design across major retail brands including Superdrug, The Perfume Shop, Savers, Watsons, and Marionnaud. I shape high impact seasonal campaigns, build interactive experiences like gamified gift finders, and integrate AI-assisted image and video tools into workflows, all while mentoring junior designers and presenting concepts to senior stakeholders.

UX Strategy & Data-Driven Optimisation

My approach bridges user centred design with measurable business strategy. Leading website and blog redesigns from wireframes to final visuals, I analyse user behaviour in GA4 and Microsoft Clarity alongside structured A/B testing to continually optimise journeys, landing pages, and conversion rates against KPIs.

E-Commerce & Integrated Retail Experience

Previously, I spent three years as a Digital Designer at Carphone Warehouse, contributing to a major website launch, designing supplier microsites, and producing high performing CRM email campaigns. I worked closely with print teams to maintain seamless brand consistency across 360-degree online and offline customer journeys.

Brand Identity & Editorial Foundation

I built my design foundation in brand identity and editorial roles at Pentland Group and Hearst Corporation. As the sole designer for Pentland’s Butterfly Twists brand, I created complete visual guidelines, typography, colour palettes, POS print, and landing pages. At Hearst, I executed high-finish image editing and digital retouching for client campaigns.

Full CV available on request.

Skills

Design & UX

  • Figma
  • Adobe Creative Cloud (Ps, Id, Ai, XD)
  • Responsive Web Design
  • Campaign & Brand Design

Creative Technology

  • AI-assisted design workflows (Runway, Adobe Firefly, Kling)
  • Motion & Animation (Adobe AE)
  • Web Production (HTML & CSS)
  • CMS Platform (Hybris & WordPress)

Analytics & Optimisation

  • Google Analytics 4
  • Microsoft Clarity

Leadership & Collaboration

  • Mentoring & coaching designers
  • Onboarding & team integration
  • Training workshops
  • Cross-functional collaboration
  • Project management

Languages

  • English (Fluent)
  • Cantonese (Fluent)

Certifications

Google

  • Maximize Productivity With AI Tools
  • Use AI Responsibly
  • The Art of Prompting
  • Stay Ahead of the AI Curve

Issued Nov 2025

Databricks

  • Academy Accreditation — Generative AI Fundamentals

Issued Oct 2025

Education

BA (Hons) Graphic and Media Design

University of the Arts London

2008 — 2011

Foundation Diploma in Art and Design

University of the Arts London

2007 — 2008