With over 15 years of experience across gaming, iGaming, esports, aviation and financial trading, I bring a unique blend of hands-on product design expertise, commercial acumen and proven leadership.
My career has been defined by building intuitive, engaging products that scale - while mentoring teams and aligning design to business growth.
Most recently, as Head of Design at New Wave Poker, I’ve been responsible for shaping the full UX and UI of a new community-driven poker and casino platform.
From journey mapping and prototyping to building a design system covering onboarding, gameplay, and payments, I’ve combined hands-on design with strategic planning and roadmap definition.
Previously, as Director of Product at Luckbox, I was an early hire tasked with creating the core UX/UI architecture of a real-money esports betting platform. I designed critical user flows across betting, payments, onboarding, and retention, while scaling the product and design function through rapid growth and Series A funding.
Alongside my design work, I managed roadmaps, defined KPIs, and optimised key lifecycle touchpoints. This hands-on and strategic blend helped drive 250% growth in turnover and win the EGR Rising Star award.
At Ryanair, I managed a distributed team of 19 designers while embedding user-centred design practices across digital touchpoints.
I introduced a unified Atomic Style Guide, Kanban workflows, and a Double Diamond process, improving design speed and consistency. Alongside leadership, I contributed directly to prototyping and testing new verticals, including Ryanair Rooms and TRIPS.
For almost 10 years at Full Tilt Poker, I led design for one of the most recognised global poker brands, balancing leadership with deeply hands-on design. I defined the UX/UI of award-winning apps and games, including the IGA Best Poker App, “The Deal” jackpot game, and industry-defining “Rush Poker.”
My role spanned everything from wireframes and high-fidelity design to usability testing and design system creation, while mentoring a large creative team.
I began my career in design agencies - including running my own studio - building digital products across multiple sectors. This entrepreneurial foundation instilled adaptability and commercial focus, which I’ve carried throughout my career.
Today, I bring a rare combination: a hands-on product designer with proven success leading teams, scaling platforms, and aligning design to measurable business results.
