Gemma Dawson

IN-HOUSE

AGENCY


Build and Scale




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/ WHAT I LED


Team Mangement

Vision & Operating Model

Craft Standards

Change Management

Recruitment



/ WHAT I EXECUTED


Briefing & Feedback

Creative Direction

Art & Design Direction

Design

Challenge and Goal:


Following Unibet’s acquisition of iGame, Kindred Group was formed, bringing together multiple brands under one roof.


  • To streamline operations and strengthen creative output, I established a full-service, multi-location in-house creative department to manage the creative strategy, campaign development, and content delivery for nine brands across EMEA, APAC and North America.

/ IMPACT


  • • Reduced agency dependency by building and scaling in-house capability; successfully won pitches against external agencies and strengthened internal credibility.


  • • Established toolkits, self-serve templates and DAM to manage brand governance; improved global access and adoption, reduced duplicate requests and improved on-time artwork delivery +65%.

  • • Piloted AI-assisted ideation, versioning and workflows; saved 40+ design hours weekly.

• Delivered successful global campaigns from concept to execution.


• Led the launch of new brands and the rebranding of existing ones.


• Established brand guidelines and tone of voice, enhancing consistency, trust, and recognition.


• Delivered creative assets efficiently across TV, social, CRM, and acquisition channels.