I’m a Principal Designer at FLUTTER-POKERSTARS with over 10 years of experience crafting innovative rewards products and table games within the free-to-play space. I’ve led the creative direction for bonus game experiences like Spin of the Day, partnering closely with CRM, Marketing, and Tech teams to deliver engaging and scalable player journeys.

I’ve played a key role in evolving our reward system strategies, designing mechanics and engagement loops that align with F2P player behaviors and long-term retention goals. Beyond hands-on product design, I also mentor junior designers and manage small cross-functional teams—guiding them in game UX, systems thinking, and game tech workflows.

Award-winning Senior Digital Content Designer with 15+ years in casual and casino gaming. I led the Irish National Lottery’s full digital rebrand, Team winning the 2016 Spiders Award for Best Digital Marketing Campaign, Peggle HD won the BAFTA for Best Mobile & Handheld Game at the 8th British Academy Games Awards. My expertise spans design leadership, visual/UI, product design, animation, and integrating AI tools like Scenario, OpenAI, Luma, Adobe Firefly and Google AI Studio to push creative boundaries. I bring a passion for excellence, a growth mindset, and a drive to lead bold, meaningful work.

I’ve had the honor of illustrating the digital stage environments for the Gaiety Panto in Dublin for over a decade – a cherished Irish Christmas tradition that’s brought joy to generations. Being part of something so deeply rooted in Irish culture has shaped how I approach storytelling, collaboration, and visual design.

I’m passionate about building collaborative design cultures, fostering growth in others, and shaping processes that elevate both creative vision and production efficiency.