Gibraltar, Gibraltar
The best product decisions start with understanding the problem, not jumping to the solution. Over the past 10+ years, I've built digital products across mobile, gaming and regulated industries, leading initiatives ranging from market-leading native mobile apps to complex onboarding, authentication and identity platforms used by millions of customers. What motivates me is solving difficult problems and making complex experiences feel effortless. Throughout my career, I've found that stakeholders often arrive with a solution. My role is to step back, understand the real customer problem, challenge assumptions where needed and work with cross-functional teams to deliver the outcome that creates the most value for both customers and the business. Some of the work I'm proudest of includes: • Increasing Brazil onboarding conversion from 38% to 72% by redesigning one of the industry's most complex regulated onboarding journeys. • Delivering approximately £3M in commercial uplift through a more customer-led approach to affordability. • Launching the #1 native casino app across three regulated US states. • Leading products supporting 10M+ customers across multiple international markets. As a leader, I believe Product's role is to create clarity for customers through simpler experiences, for engineering teams through focus and for organisations through evidence-based decision making. I enjoy mentoring Product Owners, helping teams grow and creating an environment where people have the autonomy to solve problems rather than simply deliver features. Outside of work, you'll usually find me running, pulling my hair out watching Newcastle United or sharing practical product thinking with the wider community. I'm always happy to connect with people who enjoy solving difficult product problems, building great digital experiences or discussing the future of product leadership.
As Product Manager for the Core Player domain, I lead the strategy and evolution of the products that sit at the heart of the customer experience, from registration and onboarding through to authentication, identity, account management and safer gambling. Working across five engineering teams, I partner with Product, Engineering, Design and senior business stakeholders to solve complex customer problems, simplify regulated journeys and deliver measurable commercial outcomes across 10 international markets. Some of the outcomes I'm most proud of include: • Increased Brazil onboarding conversion from 38% to 72% by redesigning one of the industry's most complex regulated onboarding journeys. • Led the product strategy for Brazil's regulated market launch, balancing customer experience with strict regulatory and technical requirements. • Delivered approximately £3M in commercial uplift by redesigning the UK's affordability journey using a more customer-led approach. • Improved engineering effectiveness by introducing clearer prioritisation and protecting teams from unnecessary interruptions, significantly reducing P1 and P2 production incidents. • Established strategic product pillars that aligned Product, Engineering and Delivery around shared business outcomes and investment priorities. • Mentored 8 Product Owners, helping develop stronger product thinking, discovery skills and customer-first decision making. The work I enjoy most is helping teams focus on the right problems, removing unnecessary friction and creating digital experiences that feel simple, intuitive and valuable for customers.
As Senior Product Manager at Entain, I led native mobile product strategy across Poker and Casino, creating experiences used by more than 10 million customers across 15 international markets. Working with multidisciplinary teams of Product Managers, Designers and Engineers, I focused on building mobile experiences that were not only commercially successful but genuinely enjoyable to use. My role combined customer research, product strategy, experimentation and delivery to improve engagement, simplify complex journeys and bring new products to market. Some of the achievements I'm proudest of include: • Led the product strategy for the launch of a market-leading native casino app in the United States, helping establish the product as the number one casino app across three regulated states. • Reimagined the mobile poker experience by introducing portrait gameplay, fundamentally improving one-handed usability and setting a new benchmark for mobile poker. • Increased customer engagement by approximately 20% through continuous optimisation of the native mobile experience. • Improved App Store ratings from 3.2 to 4.5 by focusing relentlessly on usability, customer feedback and product quality. • Created a new cross-sell opportunity by enabling players to access casino games during poker tournament downtime, increasing engagement while creating an additional revenue stream. One of the biggest lessons I took from Entain was that great product teams don't build features because competitors have them, they build products because customers genuinely need them. That lesson continues to shape how I approach product strategy today.
My role is to develop and improve the current download client, mobile application, mobile/mainstream websites as well as designing, developing and creating both transactional and promotional emails across multiple languages. Mentoring the design team and working closely with the CRM team to make sure campaigns run as smoothly as possible. Working closely with the UX team taking part in user research, observing user testing and conducting competitor analysis.
developing gaming websites for the UK, Danish, Spanish and Swedish portals using Adode CQ5, Prism and Socket.
I work within the web services team. My skills include XHTML, CSS, HTML5, CSS3, Photoshop, Fireworks, Dreamweaver.
I spent a years placement at NBS as part of my university course.