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Work Background
Betsson GroupCommercial Director - Western & Southern Europe
Oct. 2021Malta
Betsson GroupCommercial Director - Western Europe
Nov. 2020 - Oct. 2021
Betsson GroupManaging Director UK & Ireland
Apr. 2020 - Nov. 2020MaltaFull P&L ownership for the region
Managing a multi-function team working across 5 different UK facing brands
Driving customer engagement through a multi-channel approach
Maximising LTV of UK/Ire customers
Defining and developing brand identity, awareness and loyalty
The Stars GroupAssociate Director, Poker CRM and General Manager, Malta
Mar. 2018 - Mar. 2020Malta Oversaw transition to new Malta office location, with some 300 staff.
Led Malta-based Senior Leadership Team.
Owned CRM Offset budget in excess of $60m.
Increased new player retention by 7% and player value by 5%
Delivered incremental player reactivations of 500,000 across the year
Promoted into an Associate Director role overseeing PokerStars/Poker vertical. Establish new workflow processes, which increased productivity output & effiency, despite reduced overall headcount.
A central point for engagement activities through the group’s and Malta’s expansion, listening to team input, industry drivers and customer experiences.
Hands-on guiding, mentoring and leading direct reports, including driving talent management to build capacity and capability in teams.
The Stars GroupHead of Group CRM, General Manager Malta offiice
Sep. 2016 - Feb. 2018Malta The Groups Malta Representative as General Manager and Member of the Groups Senior LeaderShip team
Member of the steering committee which launched new Loyalty & Reward programme; delivering bottom-line savings of $120m.
Managed CRM offset budget in excess of $90m.
Delivered PokerStars customer Cross-Sell to Cas of 35% and Sports of 20%
Launched Employer Branding Initiatives in Malta Location: including ‘bike-to-work’ scheme, headline sponsorship of The Grid OCR event.
An influential leader within the Malta office, people-focused and collaborative across divisions, forging strong communicative channels to support business success, and ultimately, Malta and CRM operations. Executed vertical CRM plans, ensuring the best possible experience for players, creating customer engagement, loyalty and retention to grow bottom-line profitability and brand recognition. Delivered a highly tailored CRM programme, unifying various business teams to capitalise on tech capabilities, industry, market and customer trends.
Rational GroupIberia Country Manager
Oct. 2015 - Sep. 2016MaltaPromoted following success as a Senior CRM Manager for Spain, demonstrating the capability to serve as a Country Manager for two key markets, with wider accountability for the Iberia region. Leading an 8-strong team as a highly visible and supportive manager, empowering, enabling and motivating within an energised culture to unlock their potential for business success.
Successfully led and created go-to-market and launch plans go-live for newly regulated Portugal Market.
The first territory to go-to-market under BetStars Sports brand, with full ‘Through-the-line’ execution in Spain.
Devising annual CRM Strategies, Customer Engagement, Acquisition and Retention, as well as longer term growth plans to guide activities. Maximising lifetime value and engaging in the ‘wants’ of customers to elevate the brand proposition and deliver bottom-line results.
Optimising P&L and budget, driving strong ROI from expenditure and unlocking organic and cost-neutral approaches to customer acquisition. Collaborating on multiple projects with Product Owners and Operations Teams to drive enhanced customer experience across all channels. Managing Country Teams, setting achievable goals to sustain momentum and grow team confidence, as well as conducting regular performance appraisals Owning the New Product & Vertical launch calendar, optimising release times in countries to peak periods to maximise instant commercial results. Engaging with Legal Teams and Local Regulators to ensure in-country compliance as well as changes in legislation. A key contributor to the Global Strategy, modelling best practice approaches and winning strategies to support the global corporate agenda.
PokerStars.esSenior CRM Manager
Jun. 2014 - Oct. 2015Malta Successfully devised the annual CRM plan that delivered optimised customer marketing to 200,000 active monthly users and 2 million accounts. Achieved an optimised launch of the Casino and Sports Betting verticals to huge success, including the massively profitable, Spin & Go. Assimilated a massive expansion of the team and department based on vertical success, recruiting top talent to add into the team mix. Optimised a multi-million-Euro budget to achieve strong ROI results. Devised the annual CRM strategy for Poker, Sportsbook and Casino, including associated Player Promotions, automated cycles, and Communications. Engaged cross-functionally to improved player lifetime experience, lifecycle management and automation of CRM marketing. Optimised the customer journey, using segmentation, profiling and insight to personalised messaging and marketing. Contributed to major regional marketing campaigns based off of successful country-level marketing models. Responsible for data analysis, insight analysis, forecasting and reporting.
PokerStarsCRM Manager Spain
Apr. 2012 - Jun. 2014PokerStars A pivotal player in the launch of PokerStars.es as a segregated Poker site exclusively for Spanish players, serving on the implementation steering committee as the CRM Expert. Collaborated with Product Development, Legal & Compliance, Marketing & PR, Data Warehouse & the Exec Marketing Team on the Go-to-Market.
Devised the annual CRM Strategy for Spain, targeting 200,000+ active monthly users and 2 million player accounts with a focus on player promotions, new player acquisition, retention and player experience. Deep dived into data and analytics to optimised customer journey maps, customer profiles to personalised customer experience.
PokerStars.comCRM Project Manager
Apr. 2011 - Apr. 2012 Collaborated with Senior Marketing Managers to consult, advise and strategise on CRM plans and campaigns for various products, games and countries., working across different time zones and locations. The CRM Project Manager to highly successful and commercially achieving projects including the Player Lifecycle Optimisation, Latin America Player Promotions Strategy, the Full-Tilt & DOJ Repayment Programme and the PokerStars.es Licence Preparation.
PokerStarsNorth America CRM Manager
Feb. 2009 - Apr. 2011 Worked remotely with the Central CRM Team and Toronto-based Regional North America Team in the creation and management of player promotions and incentivisation initiatives. Executed successful ATL and BTL marketing campaigns including ‘The Million-Dollar Challenge’ which was a hit PokerStars TV show on FOX TV.
PokerStars.comMarketing Analyst
Aug. 2007 - Jan. 2010The role required supporting the conversion, retention and global promotions teams, as well as working with regional marketing to analyse player behaviour, in order to build better promotion and communication programmes.
Zurich Insurance Company Ltd...
Jan. 2006 - Dec. 2007
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