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About Me

I'm currently a Design Director at EA on the best-selling, award-winning AAA series:
Battlefield, with extensive experience in making games professionally.

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Design Director @ EA

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June 2025 - Now

Design Director at EA, Criterion Games in England, United Kingdom​

Associate Game Design Director @ EA

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May 2023 - Now

(Lead Designer from January 2022 - May 2023)

Associate Game Design Director at EA, Criterion Games in England, United Kingdom​

  • October 2023 onwards: Providing and executing design direction in Battlefield’s multi time zone
    Meta & Engagement     team and ensuring quality of the player experience with them

  • Establishing and driving the team’s design structure and processes

  • Leading and growing the Criterion design craft with the studio's creative heads by

    • Establishing and championing Learning & Development frameworks, career growth standards, coaching

    • Driving design craft syncs, support and sharing across multiple projects for the entire design team

BATTLEFIELD

NEED FOR SPEED

  • May 2023 onwards: Functioned as Engagement Design Director, directing progression, self-expression, online, meta, player flow and Live Service features for the franchise: both for the next NFS and NFS Unbound

    • Continued to provide direction and feedback for franchise’s Campaign

    • Supported on leading the Criterion design team and design-production / management matters

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  • January 2022 - May 2023: Directed a multi-disciplinary team to design, drive & deliver the quality of the franchise’s Campaign & Narrative experience

    • Provided direction & feedback for crafting the designs, and line managed designers as well

    • Steered team’s execution of the experience, influenced features & experiences of other teams

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  • Collaborated with other leads, producers, and directors in the PLAY Vertical to

    • Drive gameplay experience quality for the game’s Campaign, Narrative & Events

      • Under tight time and budget constraints, all the way pass finalling phase

  • Led team to deliver all Dynamic Events and Temptations’ original experiences

    • From conception to shipping

  • Supported narrative features and events

  • Up till end of 2022: Serviced & improved Campaign & Dynamic Events related features

NEED FOR SPEED: UNBOUND

Click on images for videos

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Principal Game Designer @ EA

May 2021 - January 2022

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Principal Game Designer at EA, Codemasters Cheshire in England, United Kingdom

  • Led feature teams and line managed the racing design team

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DIRT 5​

  • Led the racing design team for the game's Live Service Plan to

    • ​Provide design and content for Vehicles, AI and Events.​

Click on image for video

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New AAA Racing Game IP @ EA, Codemasters (Undisclosed)

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  • Conceptualized overall game loops, flows, feature charts, concept briefs for new AAA project 

  • Set up requirements and structures for design documentation and design team staffing

Senior Game Designer @ Ubisoft

October 2014 - May 2021

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SKULL AND BONES

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  • April 2018 onwards: Led multi-disciplinary World Systems Team of ~12 members, giving direction & feedback

    • Owner for overall design & quality of all game design related topics in the World Team

    • Planned team’s objectives with direction from Directors and Point of Contact for team’s topics

    • Line managed designers less senior to myself

  • October 2014 - April 2018: Designed since the project’s conceptualization phase

    • Designed Core Gameplay and Activities

    • Hands-on implementation and influence for many design topics in the game

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