Avid Gaming / Entain

In Avid Gaming we made and marketed Sports Interaction - a betting application for a recreational Canadian audience.

I simultaneously led the Product Design and Design-for-Advertising teams.
My focus was on creating strong customer relationships with our brand via a high-quality product that kept customers connected to us. We enjoyed a 70% month to month retention rate - the highest in the market.
Sports Interaction competed in the Canadian market by creating a product that earned a reputation as the easiest to use, and the first choice for recreational bettors.

Mindful that our greatest asset is our people, I implemented effective work processes for my teams, dove-tailing design thinking with Agile software development and marketing objectives. I am an advocate of continuous improvement and constantly advocate for the advantages Agile brings when bringing features in front of customers.

The business saw enormous growth during my tenure in revenue and active customer numbers. 

In Feb 2022 Avid Gaming and the Sports Interaction Brand were acquired by Entain PLC for $300m CAD.

Director of Design and Product

Avid Gaming

This role sat within a Brand team.
•	Collaborated with cross-functional teams, including design, development and marketing to ensure successful product launches and ongoing enhancements.
•	Used market research, user interviews and competitive analysis to identify customer needs and opportunities for product improvement.
•	Led a team of UX Designers and Graphic Designers, providing guidance and mentorship to drive creativity, efficiency, and high-quality deliverables.
•	Employed my strong understanding of UX/UI principles and best practices, employing user-cantered design methodologies to optimise website usability.
•	Collaborated with creative writers and marketers to create a series of novelty, culturally tuned animated ads that made us stand out to our target audience as a recreational betting destination.
•	Evolved the design team to take a leading role in product development allowing the product to become known for being the most user-friendly in the market.

Head of Design

•	Collaborated with front-end development in the creation of a cohesive set of CSS and HTML page templates.
•	Created custom graphics, logos, and illustrations to establish a strong brand identity and effectively communicate marketing messages.
•	Initiated a culture of seeing design as a means for solution-building and usability as well as aesthetic branding.
•	Demonstrated expertise in designing responsive websites that enhanced user experience across multiple devices and platforms.

User Interface Designer

Dorset College Dublin

Teaching at Higher Diploma level. Introduction to Materials Science, Design Presentation, Design History.

Lecturer - Interior Design and Architecture

Nomadic Display

Designed display solutions for events using a system of standard, modular components.

Product Designer

I am a product design leader. My objective is always to gain competitive advantage by connecting product direction to business outcomes. This happens by putting the customer at the top of the business hierarchy. 
I thrive in dynamic, collaborative environments where innovation and user advocacy are valued.  I have a track record in empowering teams to deliver high-quality solutions efficiently, in line with business strategy.

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