Mel McVeigh, leads Opposite Days and works with clients, developing and scaling in-house teams and utilising her extensive network to bolster teams when required.

Recently part of the executive leadership team at Photobox Group transforming the business into a leading digital product organisation through world-class experience design, product delivery across all customer touch points. 

She has 20+ years experience in product strategy & management, experience design including brand, UX & UI, content and marketing performance strategies. Teams have designed and delivered transformational data-driven e-commerce platforms.

Utilising her network of digital talent covering strategy, creative, brand, experience design, UX, data science and technology she and the teams she creates redesign experiences, teams and cultures for transformational growth and success.



Mel is also a digital nomad and photographic artist working between London and Madrid. Consulting allows her to pursue these personal projects. She is available for medium to long-term term contracts. 

This is also where the creative and visual brand experience comes in. As an artist but also creative director she has a rare mix of creative flair and business acumen.

Live first + work second

So this is the core philosophy and approach to Opposite Days.

Life is to be lived and creativity, innovation is not to be drowned by paint by numbers spreadsheets. Her approach to culture, organisational design and creativity starts from this place. 

The people within the network have their own personal projects, side businesses and other things that make them happy. They may work remote, live overseas or have families to raise and work part-time.


As change agents, our goal is to leave our partners with the skills and capability to operate without us.

We imbue the spirit of the traveller into your projects. 

Well-worn passports reveal passions for travel and learning new things. Mel creates team that adapt to change, take risks and encourage others to do so also.

To be inquisitive and to seek change, means to assume that the answer you need may not be right in front of you.

Creativity & commerce in reality

Thriving creative cultures that deliver great work is in tension at the moment with a data driven metric and performance driven commercial environment and the hours most people work.

Creativity that inspires real innovation takes time and needs headspace from a lot of people within a team. Finding the right balance of creative thinking & experimentation and delivery mode to hit those commercial targets is crucial for growth.

Without the right balance, teams spin in circles always responding to the next seemingly urgent request and before you know it, creativity is limited to paint by numbers within spreadsheets and short term thinking creates a long term tech debt and an inability to deliver at scale.

Creating a great customer experience strategy & framework is only one piece of the puzzle. Designing the culture and hiring the right team works is essential is shipping products on time.

This is where Mel and her network can help the most. Get in touch.


Fixed term contracts & consulting

We have the flexibility to be based anywhere in Europe and will work on-site with your teams. Contracts can be anything from 2 weeks to 2 years. Almost all projects started as 4-6 week gigs that turned into long term projects because great strategy needs awesome delivery. We utilise the sharing economy and our creative network for office, event and workshopping spaces. We create a pop creative culture within your organisation pretty rapidly.

Traveling is a brutality. It forces you to trust strangers and to lose sight of all that familiar comfort of home and friends. You are constantly off balance. Nothing is yours except the essential things, air, sleep, dreams, sea, the sky. All things tending towards the eternal or what we imagine of it
— Cesare Pavese