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Biography & CV

Pedro Ribeiro

Head of Brand, Creative & Product — 15+ years aligning narrative, experience and technology around real business outcomes.

Pedro Ribeiro

Head of Brand, Creative & Product

Pedro Ribeiro

I am an accomplished and versatile brand, creative and product leader with over 15 years of experience shaping digital-first brands and experiences end-to-end.

I specialise in connecting brand strategy, creative direction and product experience — translating complex technology and operational realities into clear narratives, usable interfaces and campaigns that drive engagement and growth.

Most recently, I served as Lead Product Designer at Kindred Group plc, leading the UX and product experience for the 32Red brand across Casino, Sportsbook and multiple player-lifecycle verticals, while partnering closely with brand, marketing and commercial teams to ensure consistency and impact across every touchpoint.

I am actively seeking Head of Brand, Creative & Product leadership roles, where I can own and scale the brand narrative, creative systems and product experience to deliver clear, measurable business impact.

Some of the brands i had the pleasure of working with
Kindred
Unibet
32Red
Pineapple
Rotolight
Roxy Palace
Tee Times
AW
PV
Reflect
Ion
OW

Work Experience

Founder
Musica.com.pt
Mar 2025 - Present | Viseu, Portugal
Launched and lead musica.com.pt, a digital hub celebrating modern music, festivals, and emerging artists. I drive product vision, editorial strategy, SEO, and growth initiatives, shaping the site's voice, brand, and long-term monetisation roadmap. Hands-on in content creation, artist interviews, festival coverage, and community-building features, I combine creative storytelling with data-informed decisions to turn ideas into engaging, scalable digital experiences.
55k+Monthly unique visitors
600k+Page views
#1Portuguese music journalism reference
Tools: Figma/PenPot, Adobe Creative Suite, VSCode, HTML/CSS/JavaScript/PHP, Jira, Confluence, Git, Bitbucket, Miro.
Assistant Guest Teacher
ESEV/IPV
Sep 2024 - Feb 2025 | Viseu, Portugal
Taught Sound Design and Multimedia within the Plastic Arts & Multimedia programme, guiding students through audio production, storytelling, and mixed-media experimentation. Simplified complex topics such as frequency, spatial audio, and digital workflows, helping students build confidence with professional tools and creative processes. Mentored individuals and groups, fostering collaboration, critical thinking, and cross-disciplinary practice linking audio, visual media, and user-centric design.

Highlights: Led modules covering History of Sound, Game Audio, Web/Mobile Audio, Creative Audio Design, Editing/Mixing/Mastering, and supervised hands-on projects including soundscapes, podcasts, video narratives, and interactive installations. Tools: Adobe Creative Suite, Ableton Live, other audio related tools
Lead Product Designer
Kindred Group plc / FDJ United
Jul 2016 - Sep 2024 | Gibraltar, England
At Kindred Group, I led the user experience for UK market products across Casino, Sportsbook and multiple player‑lifecycle touchpoints, turning business goals and user needs into coherent, high‑performing interfaces and journeys. My remit spanned environment and architecture planning, research, design systems and scalable user flows that strengthened product strategy.

I worked closely with stakeholders, product owners and directors, aligning development and cross‑functional teams around a shared UX vision. Through mentorship, communication and a user‑first mindset, I helped evolve both internal platforms and customer‑facing products to support long‑term growth and operational efficiency.
+27%Desktop registration success
+35%Mobile registration success
+36%FTDs within 24h
−52%Support contacts (banking)
−59%Time to market (CMS)
+40%Page-load performance
Tools: Figma, Adobe Creative Suite, VSCode, HTML/CSS/JavaScript/PHP, Jira, Confluence, Git, Bitbucket, Miro, InVision.
Brand & Product Manager
Tee Times Golf Agency and Tours
Jun 2015 - Apr 2016 | Vilamoura, Portugal
At Tee Times Golf Agency and Tour Operator, I served as Brand and Product Manager for the digital experience, owning the alignment of product, brand and UX strategy with the company’s goals in the Iberian golf and tourism market. I set direction for user flows, interfaces and design systems, combining strategic leadership with hands‑on execution to elevate the booking experience and support growth across Portugal and Spain. Tools: InVision, HTML/CSS/Javascript/PHP/SQL, Balsamiq, Adobe Illustrator, Adobe Dreamweaver, Adobe Photoshop.
Founder, Direction, Production & Music
landscap3.com
Mar 2015 - PRESENT | Global, Online
Landscap3.com is a music label founded by me, dedicated to championing music releases and extending support, tutoring and counselling to fellow performers and audio services. This approach encapsulates a comprehensive array of offerings, spanning composition, mixing, mastering, production, and direction/art direction. Landscap3.com emerges as a creative hub that not only showcases my musical endeavors but also serves as a collaborative space for artists and audio professionals.
Brand & Product Manager
Rotolight
Nov 2009 - Jul 2014 | England
During my tenure at Rotolight, I aligned brand, creative and product strategy with the needs of filmmakers and photographers and the company’s commercial goals. I led digital and marketing initiatives across website, app and campaigns, ensuring consistent visual identity and messaging while coordinating partners and assets from concept to launch. Tools: Adobe Illustrator, Adobe After Effects, Adobe Dreamweaver, HTML/CSS/PHP/JavaScript/SQL, Adobe Photoshop.
Founder, Consultancy
Digitalstreetz.com
Mar 2007 - PRESENT | Global, Online
Digitalstreetz started in University around 2007, as a platform for collaboration and divulgation of work by artists and talents. As time passed by and distance from home got bigger, was impossible to keep it running with such direct ties to the community, it eventually became an umbrella for many projects that are born from collaboration with others or commissioned works and consultancy for businesses and individuals alike.

Skills

Leadership
Vision, Innovation, Empathy, Communication, Collaboration, Design and Strategic Thinking, Problem Solving, Decision Making, Adaptability, Mentorship and Coaching
Product Designer
Visual Design, Interaction Design, User Flows, User Research and Testing, Wireframing, Prototyping, Usability/Accessibility Principles, Color Theory, Typography, Iconography, Information Architecture, Animation and Micro Interactions
Product Ownership & Delivery
Product Vision, Roadmapping, Backlog Management, Prioritisation, Stakeholder Management, Sprint Planning, Release Planning, Data‑informed Decisions, Agile/Scrum Collaboration and Outcome‑focused Product Development
Technical / Hard Skills
Figma ❤️, Adobe Creative Cloud (After Effects and Photoshop ❤️), Atlassian Suite (Jira, Confluence, ...), Miro, Balsamiq, Invision, User Zoom, User Testing, Optimizely, Adobe Analytics, Google Analytics, HTML, CSS, JS, PHP, SQL, Ableton Live, and more!
AI & Automation
Applied AI for product, brand and content: frontier and hosted models, local LLMs (including Ollama), prompt and workflow engineering, multi‑agent orchestration, Retrieval‑Augmented Generation (RAG) systems for grounded answers, and ComfyUI pipelines for image and video generation

Education

Plastic Arts & Mixed / Multimedia - LIC
IPV - ESEV
2005 - 2009 | Viseu, Portugal
Computer Systems & Engineering - BA
IPV - ESTV
2000 - 2004 | Viseu, Portugal
Macromedia & Adobe - ISCDE Level 3
Flag
2004 - 2004 | Lisbon, Portugal
Other Education, Training and Events
SWPP Convention — Participation — 2014 | London
Marketing with Byte(s): Analytics with Attitude — Participation — 2014 | Henley Business School, Reading
Adobe Create the Web — Participation — 2013 | London
Canon Pro Photo — Participation — 2011 | London
Languages
Portuguese  //  English  //  Spanish  //  French

Thank you for reading! ❤️

CMS & Back-End Tools Consolidation

Due to the sensitive nature of certain information, some details or screenshots might be restricted or blurred, considering ongoing developments and confidentiality constraints.

Description

Project Winston was initiated to unify diverse in-house CMS and tools into a robust role-based CMS, tailored to cater to varied markets, languages, and currencies.

This involved comprehensive research into the 32Red ecosystem, organising many interviews and meetings with teams, stakeholders and seasoned (as well as new) users of the existing sytems. Insights gathered from these interactions laid the foundation for the creation of initial mockups, prototypes, and the visual identity defining Winston's appearance and user experience.

The project's impact extended beyond backstage operations to significantly enhance front-end user experiences.

Notably, with infrastructure and database restructuring, Winston delivered remarkable performance improvements, with page load times and overall performance seeing substantial increases upwards of 30-40%.

Objective: Consolidate In-House Tools into a Unified Role-Based CMS Solution (Project Winston)

  • Integration of Various In-House Tools: Unified disparate in-house CMS and tools into a cohesive role-based CMS platform, ensuring seamless integration and functionality across different markets, languages, and currencies.
  • Enhancement of Content Management Capabilities:
    • Streamlined management of games and their categorization.
    • Efficient handling of diverse content, including content pages and promotional inserts/overlays.
    • Implementation of a robust system for managing promotions and creating promotional journeys/funnels.
    • Simplified generation of landing pages to support marketing efforts.
  • Optimization of User Experience:
    • Implementation of user-friendly dashboards for enhanced usability.
    • Improved image handling through uploads and dynamic image creation features.
  • Research and Stakeholder Engagement:
    • Conducted comprehensive research on the 32Red ecosystem to inform the development of Winston.
    • Held multiple interviews and meetings with stakeholders and colleagues/operators for insights into their daily tool usage, informing the project's direction.
  • Prototype Development and Visual Design:
    • Generated initial mockups and prototypes based on research findings.
    • Defined the visual language for Winston, ensuring a consistent and appealing user interface.
  • Infrastructure Enhancement and Performance Boost:
    • Collaborated on IT infrastructure and database restructuring for optimal performance.
    • Achieved significant performance improvements, with backend personnel and front-end users experiencing page load and performance increases exceeding 30-40%.


Native iOS Casino App

Certain details and/or screenshots might not be available, or might appear with certain parts erased or blurred. This is still an ongoing project and might reveal sensitive information about the business or its processes that unfortunately can't be shared in public or through non-official channels.

Targetting the UK market, the challenge on this project was moving from a wrapper/embedded Casino app experience to a native Casino App.

My team was responsible to deliver this project very quickly, from competitor research to several meetings with internal stakeholders, brand and development teams and external/3rd party intervenients for a few of the different processes, to the final mockups and deliverables.

The app is currently on its final stages of development and will be submitted to the app store pretty soon!

Discovering & Engaging

Creating opportunities and product real-estate to support the brand ambassador Leigh Francis and "Keith Lemon", and the ongoing UK wide TV campaigns. The aim was to increase the brand ambassador visibility on the website experience, landing pages, marketing comms and others.

From header banners, to larger more interactive areas, landing pages, to promotional content and pages, to a mini casino game (called Keith's Lucky Lemons), to safer gambling messaging, we've made sure "Keith" was all over the place.

Peeeedro - Clara

Content Personalization

Every season, and every other special occasion, we surprise our users with many different "on-site activites", little things that make the product experience feel special and differentiated from the competition.

From mini treasure hunts, to on-site animated christmas market promotions and mini-games/events, Football World Cup or Olympic games hubs, Valentine's day or Halloween themed, we always have 3 or 4 little surprises to make the website celebrate with the user those special passing moments and seasons.

It's also times like these where we allow ourselves to experiment a little further with new technologies (looking at AR/VR). You can see below our latest experiment, parallax animations and object movement controlled by the mobile phone aceleromenter/gyroscope which then resulted in a very fancy Halloween themed on-site wide banner.

Donations Platform with QR Integration

This product is a donations platform to support local institutions and charitable projects.

Made both for institutions and donors, the user can quickly register as a verified institution, create a profile page with images, and generate a QR code to use throughout his activities and marketing materials, to request donations. As a donor, the user can quickly register (or stay anonymous), scan a QR code, and be easily sent to a payments platform where he can donate any amount.

This product was conceived in a 48 Hours Hackathon organized in Gibraltar by the local Girls in Tech community and by the Gibraltar Developers (GibDevs) community, and won the award for the most innovative product.

Gamification

Certain details and/or screenshots might not be available, or might appear with certain parts erased or blurred. This is still an ongoing project and might reveal sensitive information about the business or its processes that unfortunately can't be shared in public or through non-official channels.

Several studies were produced on how to introduce gamification elements to the Casino products to increase retention and engagement, as well as a new innovative Casino product, 100% Social and Gamified.

Heavily based on Abraham Maslow "Hierarchy of Needs" and Nyr Eyal's "Hook", we've studied different concepts and through missions and progression systems, created a system that rewards players for engaging with the product and allows him to progress where he can unlock more activities and bigger rewards.

From our researches, not only we created a more ethical and sustainable gambling environment for the player, but we've also seen a change in the players behaviour - casino players aren't really social, but we gave them something to brag about.

Peeeedro - Fuga

User Onboarding Improvements

Certain details and/or screenshots might not be available, or might appear with certain parts erased or blurred. This is still an ongoing project and might reveal sensitive information about the business or its processes that unfortunately can't be shared in public or through non-official channels.

The UK Casino market is heavily regulated and every year there's changes that require teams to adapt quickly and changes to be done even faster.

This project aimed to increase acquisition values across all markets/devices, as well as improving the user experience and informing the player sooner rather than later of all the changes imposed by the law and what do they mean to them in a clear and concise way.

Adding to a normal registration process, law requires any casino to do a few player verifications - from personal/ID checks, to source of funds, and a few others, so all of these need to be factored in the Casino ecosystem, as well as regular checks to ensure all the information sent by the user is up to date.

Design Systems

It's very important for a business to keep its product visual language to a minimum and unified under core concepts, to be served as a "single source of truth" for business partners and 3rd parties, or for new team members to get acquainted with our day to day "language".

Following Atomic Design principles, we've split our elements into their simplest atoms, and from there we've built them up until we've had our final templates and everything needed in our "visual language", to work across many devices, screens and operating systems.

Teetimes - Portugal #1 Golf Agency

Teetimes.pt had their main product spread across 3 different non-responsive websites, with 3 different brands, and the challenge was to unify all different products into 1 powerful website that allows Golf Players to book their perfect holidays - from tee times, to hotel bookings, to airport transfers, to golf clubs, everything is covered.

The new website (multi language, multi currency) ended up in a very comprehensive solution that worked across all devices, and where the user could immediately see in real time any tee times in Portugal or Spain, and immediately book it and anything to go with it, or manage everything through their user area.

In the end, this website quickly replaced the previous ones with a resounding success and bringing the business to new heights.

Rotolight Magic Eye

Now discontinued, Rotolight Magic Eye was the app done to control the Rotolight Anova Professional LED Flood Light.

The Rotolight Anova was the world first professional light fully controled via WiFi, and the Magic Eye was the brain behind the whole operation - you could control up to 128 lights, create different scenes, store them, reload them and sequence them in whatever way you'd prefer.

One of its innovative features was being able to replicate in real-time the lighting conditions through the iPhone camera - let's say, if you were in Bahamas shooting whatever Pirates, you could quickly read the light conditions around you, then send that information to the light on-set in England, and it would immediately replicate the exterior.

Both light and app won many industry awards in worldwide shows (CINEC, NAB, CINEGEAR, IBC,... ) and through many photography and videography associations and societies events.

Rotolight

Rotolight was a very recent company when I joined as Lead/Senior Designer and shortly after they moved to Pinewood Studios.

From being responsible of all online and offline graphics (prints, ads, magazines, flyers, brand materials, marketing materials, outdoors, ...), also had the website and any supporting app/site experience under my umbrella.

As a very young and innovative company at the time, we were embracing all the latest tech and innovations to create a strong website and presence, as well as bring it into every new product, making it a very fast paced, passionate and challenging environment to work on. It was also very inspiring, and gave me the opportunity to have a peek at some of Hollywood's recent movies being recorded, as well as being side by side and talk with some movie stars.

Appleworld Distribution

Appleworld Distribution was the parent/umbrella company that held Rotolight and a few others: Planet Audio Systems, Planet Video Systems and Mac Universe.

As a distributor and mainly focusing on the B2B market, it was a very interesting opportunity to work with a few different brands whenever they introduced their products in the UK, as it would give us the opportunity to work with teams from other companies in beset tailoring a product to be tailored for the UK market.

From creating custom mini-websites for product releases and events, and mantaining the website and all offline and online graphics, literature and marketing materials to the front user facing Planet Audio, Planet Video and Mac Universe, which were fully fledged online shops targetting the Pro-Audio, Pro-Video and Mac audiences.

Adega 13

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Mandelbrot Zoo

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AIDS Campaign & Poster Collection

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Zare

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