Head of Product · Sportsbook · Casino · Live Casino
Senior Product
Design Leader for
iGaming & Sportsbook.
Fourteen years turning platform complexity into effortless products for Tier 1 operators — now Head of Product at Fitzdares, building from Gibraltar.
Introduction
I build the products behind Tier 1 operators — and the systems that let them scale.
From the betslip to whole-market launches: research, design systems, product strategy, platform migration, and the P&L impact that follows.
Brands I've worked with
Trusted with the products behind the industry.
My journey
It started at twelve, with a receipt printer.
A VHS-rental system in Estonia — UI, front end, back end, and its own printed receipts. One kid, one screen, one complete product.
That instinct — make complex systems feel effortless — never changed. Only the scale did: one product, one platform, one market, one industry.
Head of Product
Own the end-to-end product lifecycle — roadmap to delivery — driving growth and engagement across sportsbook & casino.
- Relocated to Gibraltar (2025) to set up Fitzdares under a Gibraltarian licence
- Launched Sportsbook & Casino in Canada; replatformed the UK
- 250% ROI across 19 change requests; board & C-level alignment
Senior UX Lead
Led design strategy for SG Digital's Sportsbook — scalable design systems across web, native & retail.
- Owned design systems; cut time-to-theme across product families
- Redesigned & delivered the betslip end-to-end
- Aligned design with business & technical goals at C-level
UI Designer / UX Architect
Built design systems & theming into SG Digital's products; defined UX via UCD across products and back-offices.
- Design systems for Sportsbook, Casino, Payments, KYC, PAM, retail kiosks
- Reduced technical debt; improved time-to-market
- Research, competitive analysis, prototyping, wireframing
UX/UI Designer
Designed concepts & wireframes for a cohesive, mobile-first casino experience.
- Defined & gathered requirements with stakeholders
- Rapid, lean research & workshops
UX Architect
Designed experiences across major products, apps & websites — scalable, future-proof systems for a multi-brand enterprise.
- 15 brands / 30+ websites within Kindred Group
- User journeys, IA, card sorting, prototypes
UX Delivery Lead
Supported UX, Commercial & Product with multi-channel solutions; owned CMS features, roll-outs, migrations & maintenance.
- Planned & managed roll-outs and product maintenance
- Key point for editorial & CMS requirements company-wide
CRM Manager
Adapted centralised CRM to local markets; segmented campaigns for activation, retention & cross-sell.
- #1 growth across 10 emerging markets (2012)
- Initiated UX-team changes that lifted the whole CRM org
Major achievements
Impact you can measure.
Featured work · Sportsbook
The products, up close.
Product leadership
This is what running product looks like.
Design philosophy
Make complex systems feel effortless. Subtract until only the essential remains.
Skills
Range, organised.
Technologies
The tools behind the work.
Recognition
Rigor, certified.
About
From a receipt printer to a nation's sportsbook.
I built my first Windows application at twelve — a VHS-rental system in Estonia that handled its own UI, front end, back end, and printed its own receipts. That instinct never changed: make complex systems feel effortless for the people using them.
I studied Information Technology (IATI, Estonia) and spent fourteen years scaling that instinct across Tier 1 operators in Europe, Canada and the USA — from CRM and UX craft, to design systems, to owning product and platform strategy.
In 2025 Fitzdares relocated me to Gibraltar to set up its operation there — standing up a new platform under a Gibraltarian licence, from the ground up.