m: 07977 119246
e: Larry@LarryEeles.com
Larry Eeles
Curriculum Vitae
www.LarryEeles.com
Skill Set:
CS5 Suite, Dreamweaver, Flash, Illustrator, InDesign, Photoshop, Fireworks, CSS, Hand Code HTML,
Responsive Design, Office Suite, BannerFlow, Cognitive Match, Task analysis, Wireframes, Mock-ups,
Prototyping, UX design, UI design, Usability, Efficiency, Public speaking.
Professional Experience:
Freelance UI/UX Designer & Web Developer (12/2011 to Present), London
On return from Gibraltar I have been freelancing for a few companies in and around London, specialising
in web site layout design, responsive design, company identity and promotional material for clients. This
included managing larger projects, occasionally requiring other freelancers in specialist fields where
required. Recent projects included a UX/UI Redesign for Ladbrokes Bingo, Critical Review for the White
Company, marketing materials for Win Technologies, and the website design and build on multiple
projects for Income Access. This included brand development in emerging international markets.
Selective Achievements:
· Ladbrokes Bingo – This project was about achieving quick wins with the existing website
structure and CMS system, while looking at the larger long term project of reactive designed site that
implemented the best user experience.
· Football1x2 – Looking at the sites conversion funnels I have been cleaning up the customer journey.
This included looking for holes in the website via Google Analytics, and Heat Map tracking. The
registration process now converts over 65% more customers, and this is still being analysed.
Head of Creative & Online (07/2009 to 12/2011) Victor Chandler International, Gibraltar.
In my last role, I managed a team of twenty-five that included Creative, Front End Development, and Ruby
on Rails departments. With a noted rise in brand awareness, the creative demands meant an expansion
from online graphics and print ads, to direct mailers and Television ads. The site development and
underlying structure from the usability, customer experience and build perspectives were all under my
control. Being the Brand Guardian, every piece of creative & development came via myself for allocation
of resource, and then approval before being released while Optimising the site using CSS frameworks and
modern best practices to make front-end more lightweight.
Selective Achievements:
· Victor Chandler 2.0 - A new website only a few months away from release, this site has been my
major project from the inception of the team. The code base that we adopted was not scalable, and I
could see this would become a problem for expansion and speed. The new site we have built is a lot
faster for the user, SEO friendly, and is designed to work across multiple territories.
· BetVictor Rebrand - To coincide with the newly designed website, we are also launching a new
brand. BetVictor is aiming to become internationally recognisable across multiple territories.
Through detailed market research, we found that emphasising the product itself in the company title
made for greater awareness and became easier to translate into many languages. Our rebrand aims
to build upon our current brand, keeping certain existing conventions and idents, whilst making it
sleeker, cleaner and more approachable to a younger market.
Graphical CV and Portfolio available at: www.LarryEeles.com
m: 07977 119246
e: Larry@LarryEeles.com
Selective Achievements (Cont):
· Victor Chandler Mobile - Realising that the future was going to be in mobile smart phone, I started
the newly formed mobile department in Victor Chandler. We have managed to produce a WAP site,
which stands out from the crowd. Along side this we are developing Android, and iPhone
applications that will be available for download. The project is still developing with live pictures, and
Casino available in the next release.
· Creative Team - The internal team at Victor Chandler has gone from a team of 3 to now a team of
25. This is due to the volume of work and the quality I demand. A lot of projects
that would have
been given to outside agencies are now dealt
with internally saving millions year on year. Taking on
the development of the site has saved just over £2m a year, while the site moves up the rankings.
· Victor Chandler TV Adverts - With a £3m budget the TV adverts were a big job to manage. 17 hours
of filming produced two adverts. One to introduce Victor called ‘Footballs Changed’ and one to
reinforce Victor and the brand called ‘It’s Victor’. I am at the storyboard stage for a Casino set that we
will be looking to go live this autumn/winter.
Head of Creative (04/2007 - 07/2009) Victor Chandler International, Gibraltar.
With the success of the Creative department in London, it was decided to move the team across to deal
with the graphic demands of the entire international site, prompting a relocation to Gibraltar. During this
time the team grew from 3 to 6, and began a process of amalgamation for all company branding. Rather
then each product existing as a separate identity, they were brought together under a unified Victor
Chandler brand umbrella – addressing each products own tone and target audience, whilst adopting a
more collective approach that unified all Creative elements.
Designer (12/2004 - 04/2007) Victor Chandler Business Services,
Educational Background:
Sept 2001/ Sept 2002
University of Hertfordshire
MA Digital Practices : Hyperfictions
 Passed Masters degree (September 2002)
 Graduated (November 2002)
Hatfield
Sept 1998 / Sept 2001
University of Hertfordshire
BSC (Hons.) Software Systems for the Arts and Media
 Second Level degree. Passed with Honours (September 2001)
Hatfield
Sept 1996 / Sept 1998
Sandown High School
GNVQ Art and Design
 Distinction (September 1998)
A – Level : Art and Photography
 Passed (B) (September 1998)
Isle of Wight
Sept 1994 / Sept 1996
GCSE’s
 10 GCSE’s (10: A – C)
Isle of Wight
Sandown High School
Graphical CV and Portfolio available at: www.LarryEeles.com
m: 07977 119246
e: Larry@LarryEeles.com
Professional Training:
Online Marketing, CS5 Flash & ActionScript 3.0, Ajax & Dreamweaver, First Line Management, Team
Building, Problem Solving & Decision making, Leadership Skills, Gold Duke of Edinburgh, Queen Scouts
award.
Agency Experience:
Although working as an internal team, the department was set up to function as if it was a digital agency.
This involved working across multiple brands, departments, and projects for both internal and external
clients.
Brand Experience:
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Victor Chandler International
Bet Victor
Income Access
Betfair
Racing Post
Racing Post Online
Cheltenham Racecourse
The Sun
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Daily Star
Page 3
FHM
Orange
Nottingham Forest FC
Apple
Herts Phoenix AC
Territory Experience:
As the international market has opened up it has become increasingly important to produce sites for
multiple territories. Localisation is the key here, personalising websites for each territory means bespoke
designs and marketing in each area.
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Great Britain
Spain
Germany
Ireland
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Greece
Romania
China
South Africa
References:
“Larry was always professional to deal with, and in the creative area it is refreshing to find someone who takes
time to understand the brief and to deliver quality and true creativity” - Richard Swann
More references are available on request.
Graphical CV and Portfolio available at: www.LarryEeles.com