William Hill Rewards was my first real step into designing loyalty at scale. In a market obsessed with short-term promotions, we built a programme focused on long-term value — clear earn-and-burn mechanics, partner-powered rewards, and a proposition designed to compound over time.
Planet Lottery was built to unlock a new revenue stream beyond core sports and racing, introducing a white-label lottery betting platform that combined commercial efficiency with regulatory clarity. In a market driven by acquisition and margin pressure, the opportunity was to diversify intelligently — transferring liability risk while retaining customer ownership and brand control.