Coral Retail Marketing
As Design Lead for Coral Retail, I oversaw the creative delivery of integrated marketing campaigns across customer communications, retail marketing and point of sale, supporting one of the UK's most recognised horse racing betting brands. Working closely with marketing, brand, trading and senior stakeholders, I translated campaign ideas into engaging creative that strengthened the brand while supporting commercial objectives. Alongside hands on design, I provided creative direction, mentored designers across the UK, Gibraltar and Manila, and ensured every project balanced business goals with strong, consistent branding.
Retail marketing moves fast. The challenge was creating work that captures attention, drives engagement and remains consistent across multiple touchpoints. Coral required a continuous stream of creative campaigns supporting sports, gaming and seasonal promotions across its retail estate.
The work needed to be visually impactful while remaining commercially effective.
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Creative Direction
Art Direction
Retail Marketing & POS
Brand Identity & Visual Design
Artworking
Concept Design
Campaign Design
Editorial Design
Team Leadership & Mentoring
Stakeholder Management
Project Management
Presentions
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Sports, Gaming & Entertainment
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Design Lead
My Approach
I approached every campaign with the customer and business goals in mind. Whether promoting a major sporting event, launching a new offer, or refreshing an in store experience, my aim was always to communicate the message as clearly and effectively as possible.
I created flexible design systems that balanced creativity with consistency, allowing campaigns to work seamlessly across multiple touchpoints while remaining true to the brand. Strong visual hierarchy, thoughtful typography and clear messaging helped ensure content was easy to navigate, engaging and impactful.
Bringing It To Life
From initial concepts through to production, I oversaw the creative delivery of campaigns that reached thousands of customers across the UK retail estate. Working closely with marketing, brand, trading teams and external suppliers, I ensured every campaign was visually engaging, commercially effective and delivered on time.
My work spanned print and digital, including point of sale, window graphics, betting shop environments, customer and colleague communications, promotional campaigns, digital screens, presentations and launch materials.
Impact
The campaigns helped strengthen Coral's retail presence by creating engaging, customer focused experiences across every touchpoint. Through clear communication, strong visual storytelling and consistent branding, the work supported loyalty card sign ups, improved the in-store customer journey and made key messages easier to understand, including safer gambling guidance and colleague communications.
Working as part of a high performing creative team, we consistently delivered campaigns that supported retail performance year after year, adapting quickly to changing industry regulations while maintaining a strong customer experience. Our contribution to the business was recognised through team performance bonuses and continued investment in the creative function.
