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 led the end-to-end product design of a new community-driven poker and casino platform.
I defined the UX architecture and visual design system while working closely with product and engineering teams to shape the platform roadmap.
My work covered core product areas including onboarding, gameplay, payments and retention, balancing hands-on design with strategic product planning.
Previously, as Director of Product at Luckbox, I was an early hire responsible for defining the core UX and interaction architecture of a real-money esports betting platform.
I designed key product experiences across betting, onboarding, payments and retention while helping scale both the product and the design function through rapid growth and Series A funding.
Alongside design leadership, I worked closely with leadership teams to define product roadmaps, KPIs and lifecycle optimisation strategies. This work contributed to 250% growth in turnover and recognition with the EGR Rising Star award.
At Ryanair I led a distributed team of 19 designers responsible for digital product experiences across the airline’s ecosystem.
I introduced a unified design system based on atomic principles and embedded structured product design processes across teams, improving consistency and delivery speed.
Alongside leadership responsibilities I remained closely involved in product work, contributing to the development of new verticals including Ryanair Rooms and TRIPS.
For almost a decade at Full Tilt Poker I led product design for one of the most recognised global poker brands, balancing leadership with deeply hands-on design.
I defined the UX and visual direction of award-winning products including the IGA Best Poker App, the “Deal” jackpot game and the industry-defining “Rush Poker” format.
My role spanned product design strategy, interaction design and team leadership, while mentoring a large creative team responsible for the platform’s evolving product ecosystem.
I began my career in digital design agencies - including my own studio - delivering web products across multiple sectors.
This entrepreneurial foundation instilled a strong commercial mindset and adaptability that has shaped my approach to product design and leadership throughout my career.
Today I bring a rare combination: a product designer who remains closely connected to the craft while leading teams, shaping product strategy and helping organisations scale complex digital platforms.
