Mike Gregory

Head of Design

United Kingdom27 yrs 7 mos experience

Most Likely To SwitchHighly Stable

Key Highlights

Over 25 years of experience in digital design.
Expert in balancing automation with human judgment.
Leader in shaping fan experiences in live sports.

Stackforce AI infers this person is a Digital Sports Design Leader with extensive experience in user experience and design strategy.

Contact

Skills

Core Skills

Design LeadershipUser Experience

Other Skills

Strategic DirectionDesign StrategyDigital PlatformsCreative DirectionCorporate IdentityGraphic DesignArt DirectionTypographyVisual CommunicationInteraction DesignWeb DesignBrand DevelopmentPhotoshopAdvertisingLogo Design

About

I lead design across Sky Sports’ digital platforms, shaping how millions of fans experience live and on-demand sport. My role focuses on design leadership, strategic direction, and helping teams navigate complexity in fast-moving, high-stakes environments like live sport. With over 25 years’ experience across agencies and in-house roles, I’ve seen first-hand how the practice of digital design has evolved — from early web and platform thinking through to today’s data-driven and AI-influenced products. I’m particularly drawn to the parts of the work that don’t have neat answers: balancing automation with human judgement, clarity with innovation, and speed with long-term product quality. Here, I share reflections on design leadership, digital sport, and what it takes to build meaningful experiences at scale.

Experience

Sky

5 roles

Head of Design - Sports

Promoted

May 2023 – Present · 2 yrs 10 mos

I lead design across Sky Sports’ digital platforms, with responsibility for setting direction, ensuring effective delivery, and scaling design influence across complex, multi-platform fan experiences.
My role is less about individual outputs and more about creating the conditions for good decisions and strong delivery. This includes spotting opportunities early, shaping strategy, and helping teams move from intent to impact in the high-pressure context of live sport.
Key aspects of my work include:
Ensuring design work delivers to fans, not just to plans, by balancing pace, quality, and coherence in time-critical environments
Scaling design influence beyond my immediate team, from local product decisions to global platforms, regions, and sports
Driving a more system-led approach to design, evolving from screen-based delivery toward frameworks that can scale across platforms and contexts
Championing a fan-centred perspective at senior levels, ensuring the fan experience remains coherent as commercial, editorial, and technical pressures increase
Working closely with design leadership and product partners to evolve ways of working and enable consistent delivery within a hybrid model
Attracting, developing, and retaining design talent, and leading with resilience in demanding delivery environments
Delivery is a critical part of design leadership in Sky Sports. Design plays a central role in turning ambition into shipped experiences, and much of the organisation’s forward-looking thinking, from new interaction models to emerging uses of data and AI, is driven through design and realised through delivery.
A consistent focus of my role is protecting coherence at pace. Without strong design leadership, the fan journey fragments, delivery slows, and understanding of the fan experience becomes diluted.