Product Owner – Gaming at Massive Studios (2024-01 – Present)
- Led slot and casino product development across maths, creative, development and QA teams from concept through to release
- Structured detailed feature level datasets (theme, volatility, RTP, mechanics, hit frequency) and analysed performance trends to inform future concepts
- Used engagement and revenue data to influence volatility profiles and feature cadence prior to maths sign off
- Developed bespoke slot concepts based on proven high performing mechanics to increase probability of commercial success
- Managed GDD creation, prototype approval, maths balancing and iterative playtesting cycles
Product & Content Manager – Digital/Retail Gaming at William Hill PLC (2015-01 – 2024-01)
- Accountable for retail gaming portfolio contributing £400m annual revenue across 2,300 shops and 9,000 terminals
- Developed annual and quarterly roadmaps aligned to revenue forecasts, competitor positioning and seasonal opportunity
- Built detailed BI reporting covering GGR, margin mix, volatility tier distribution, theme performance and feature mechanics
- Reviewed weekly performance versus forecast and reallocated menu positioning, promotional focus and release cadence where required
- Shifted casino and slot menu positioning to increase prominence of higher margin slot content
- Increased slot release cadence relative to lower margin casino games supported by slot led marketing campaigns
- Analysed granular feature performance to increase pipeline weighting toward high performing themes and feature mechanics such as power animal with bonus mechanics
- Key contributor to personalised menu strategy delivering 10% GGR uplift through behavioural segmentation and weighted proprietary content an AI driven product
- Key contributor to defining the HTML5 strategy aligning retail and online into a single code base removing dual development
- Procured developers with strong online pedigree and secured integrations with Games
- Integrated Games Global and Play'n GO (Book of Dead) for the new in house retail platform. First of its kind and the first time these titles were seen in land base
- Launched in house retail platform MVP into two pilot shops and scaled rollout to 50 shops extended trial group
- Key contributor to regulatory transition following UK Triennial Review stake reduction (£100 to £2) including portfolio reversioning, compliance alignment & commerical mititgation
- Maintained senior commercial relationships with IGT, Blueprint, Novomatic and Games Global
- Trialled alternative incentive structures replacing £5 unrestricted bonuses with free spins tied to commercially stronger titles
Product Manager – Bingo at William Hill PLC (2013-01 – 2015-01)
- Managed Bingo vertical operations and side game optimisation
- Led mobile first adoption strategy increasing participation from 0% to 55%
- Worked with Virtue Fusion (Playtech) to adapt UX journeys and promotional mechanics for mobile behaviour
- Designed segmented CRM campaigns including VIP cohorts aligned to bingo demographic
- Analysed bonus cost versus incremental revenue contribution to refine campaign mechanics
- Ran sportsbook to bingo and low volatility slot campaigns to support vertical migration
- Led on Italian Bingo launch including localisation and regulatory alignment
Bingo Executive at William Hill PLC (2011-01 – 2013-01)
- Delivered seasonal promotions, analysed KPIs and enhanced CRM initiatives
Gaming Test Analyst – Vegas & Bingo at William Hill PLC (2008-01 – 2011-01)
- QA of third-party games and supplier integration such as Blueprint, Ash Gaming, Openbet and many more
Various Operational Roles at William Hill PLC (2003-01 – 2008-01)
- Retail and sportsbook operational support
