Ladbrokes Retail Campaigns
As Design Lead for Ladbrokes Retail, I oversaw the creative delivery of integrated marketing campaigns across print and digital, supporting one of the UK's most recognised football betting brands. Collaborating with marketing and brand teams, senior stakeholders and external suppliers, I developed engaging retail campaigns, point of sale, brand activations and customer communications. Alongside leading projects from concept to delivery, I mentored designers across the UK, Gibraltar and Manila, while maintaining brand consistency and delivering creative that supported both the customer experience and commercial objectives.
Sport is driven by anticipation, excitement and emotion. The creative needed to capture that energy across every customer touchpoint. Ladbrokes required engaging campaign assets that could support major sporting events while standing out in busy retail environments.
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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
Presentations
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Sports, Gaming & Entertainment
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Design Lead
My Approach
I focused on creating bold visual concepts that balanced commercial objectives with strong brand storytelling.
Each campaign needed to work across multiple formats and locations while maintaining consistency.
I approached every campaign with both the customer and the commercial objective in mind. Whether promoting a major football tournament, a new offer or a seasonal campaign, my focus was on creating bold, engaging creative that captured attention while communicating the message clearly.
I developed flexible design systems that worked seamlessly across retail environments, ensuring campaigns remained consistent across multiple formats while staying true to the Ladbrokes brand. Strong visual hierarchy, impactful typography and considered layouts helped create an engaging customer experience at every touchpoint.
Bringing It To Life
I led the creative development of retail marketing campaigns from concept through to final production, collaborating closely with marketing, brand, trading teams and external suppliers throughout the process.
My work spanned print and digital, including point of sale, window graphics, posters, digital screens, customer and colleague communications, promotional campaigns and retail environments. Key projects included major football campaigns, Cheltenham Festival activations and seasonal promotions, all designed to create a consistent and engaging experience across the UK retail estate.
Impact
The campaigns helped strengthen Ladbrokes' presence across its retail estate by creating engaging customer experiences around key sporting events. Through clear communication, bold visual storytelling and consistent branding, the work supported loyalty card sign ups, improved the in-store customer journey and made important messages, including safer gambling guidance and colleague communications, more accessible.
Working as part of a high performing creative team, we consistently delivered campaigns that supported the retail business year after year, adapting quickly to changing industry regulations while maintaining a strong customer experience. Our contribution was recognised through team performance bonuses and continued trust in the creative team's work.
