FROM PITCH TO PLAY: GAMES THAT CONNECT
I've managed the entire process, from pitching ideas to execution, working with internal and external teams to create campaigns that truly resonate with audiences
It started with a sketch. Sitting at my table, mapping ideas, drawing characters that tied into brand propositions, and figuring out how we could use games not just to entertain — but to deliver. I took these raw ideas to the business, made the case for something no one had tried before, and convinced brands to take a leap. Some laughed at the idea. No one had ever parted with their marketing budget for a game before — but I backed it with data, storytelling, and belief. And it worked.
The key to the puzzle? Peek & Poke. Their white-label, proven platform gave me a springboard — the perfect place to start. It meant I could dream big but still deliver smart. I wasn’t reinventing the wheel; I was turning it into a rocket. By building on their tech and layering in rich storytelling, brand characters, custom journeys, and clear user incentives, I created experiences that resonated deeply and performed even better.
Working with partners like Coca-Cola and Britvic was a fabulous experience — a huge honour and a true endorsement of the credibility I’d built. These weren’t just games — they were headline acts, front and centre of national campaigns, seamlessly linking digital engagement with in-venue conversion, email capture, product trial, and brand love.
The role brought together every skill I’d developed — creativity, strategy, stakeholder management, commercial thinking, and technical understanding. I led end-to-end projects, from initial pitch to post-campaign analysis. And as the results rolled in — record-breaking plays, staggering dwell times, soaring engagement — I was rewarded with the responsibility to lead all digital channels and promoted to Head of Special Projects – Gamification.
I’ve won awards for my entrepreneurial mindset — but more than that, I’ve built something that makes people smile and delivers for business. That sweet spot between entertainment and effectiveness. And I’m just getting started...
That gave me the freedom to push even further. I led on major activations for Greene King, supporting multiple arms of the business with advice, concept work, and hands-on delivery. Whether it was creating conga line chaos in Flaming Grill, jetpack-powered cake runs for Farmhouse Inns, or racing reindeer at Hungry Horse — I built games that worked hard and looked effortless.
