Lloyd M.

Group Creative Director @Zwift

I joined Zwift when it was a startup with four members, and served as Creative Director to conceptualize, design, and develop our Massively Multiplayer Online (MMO) cycling and running physical training program. As our company grew, I assumed more responsibilities across hardware, creative, art, game development, and graphic design teams. • Steer creative vision for MMO world design and features, including gameplay, graphic design, and audio/visual design; champion forward-thinking concepts that align game & exercise experiences to continually improve user engagement & retention. • Plan and structure development roadmap and backlog for new gameplay features, expansions, and products; work closely with data scientists to analyze markets and data metrics, gaining key customer insights and informing strategic planning process. • Oversee branding and marketing functions, initiating creative audits and brand reviews; direct video/audio production projects for new updates, expansions, promotions, and events. • Develop and maintain brand creative bibles and game design documentation for all projects. • Foster company-wide positive, inclusive, and collaborative workplace culture. Devise and implement scalable processes and pipeline to rapidly develop game assets. Select Achievements • Guided team from concept phase to creation of investor decks for funding and successful go-to-market (GTM) launch of paid product. • Spearheaded complex rebranding in 2017, creating new brand proposition, logo, marketing materials, and aesthetic. Developed and managed Zwift Academy since 2016. • Partnered with Amaury Sport Organisation (ASO) to host virtual Tour de France 2020 event due to COVID-19 pandemic. Grew partnership with Tour de France Femme in 2022 as title sponsor. • Oversaw creative direction and launch of 18 content expansions; produced launch videos to increase engagement. • Developed and launched game controller (6/2023) to enable increased control of Zwift experience.