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Work Background
JenticFractional Head of Partnerships
Apr. 2025
MetaSenior Client Partner
Oct. 2018 - Aug. 2023Growing and diversifying Meta's real money gaming book, engaging clients and pioneering advanced measurement strategies amidst privacy challenges. Leading cross-functional teams to address compliance, responsible gaming product features, establishing an EMEA-wide policy network improving transparency and regulatory standards with EMEA regulators. Co-ordinating and speaking at thought leadership series at industry events such as 'Women in Gaming' panel discussion, Wembley World Cup event and initiating media articles to elevate Meta's industry standing and perceived advertising value.
Avid GamingGeneral Manager
Apr. 2016 - Aug. 2018Dublin, IrelandOperational responsibility for resource planning, team operational efficiency, AML/CTF compliance, technical team resource planning.
Liaising with key strategic partners and rolling out product features and industry regulation across product, platform and teams.
Avid GamingBrand & Product Director
Sep. 2008 - Apr. 2016Responsible for brand and product strategy for a leading Canadian Sportsbook. Secured new brand opportunities across markets and drove brand affinity through national team associations and celebrity athlete endorsements.
Focused on researching and improving customer product areas which defined customer experience and brand perception such as onboarding, payment, purchasing and customer security requirements.
Directed the creative team in campaign roll-out, process efficiencies and published definitive brand guidelines to ensure consistency across all marketing activity and customer interactivity. Developed the communication strategy across SEO, PR and Google Blog publication to reinforce successful SEO strategy and profile.
Avid GamingMarketing Director
Aug. 2006 - Aug. 2008Responsible for revenue growth with a focus on acquisition, CRM, product experience and active player liquidity.
Negotiated media deals in a competitive industry with leading affiliates, authority sites, and ad networks focused on net revenue deals and standard CPA led metrics.
Built team and expertise across regions to resource growth. Implemented and refined multiple user payment processing options. Collated customer service feedback to inform project prioritisation Led team to review and redesign key user facing product purchase pages and shopping cart. Launched SEO strategy that secured poll position across key industry search terms within 6-8 months, emerging as the largest and most cost effective channel for the business.
Redesigned a new scalable affiliate program and onboarded top affiliates to grow revenue significantly with a key audience segment. Devised a CRM retention and winback framework, based on customer life cycle which reduced churn to below industry average.
Swiftpay - e-wallet serviceMarketing Manager
May. 2003 - Aug. 2006Dublin Ireland
Swiftpay - e-wallet serviceMarketing Executive
Dec. 2001 - May. 2003Dublin, Ireland
Aró Digital StrategyMarketing Executive/ Marketing Manager
Jun. 1998 - Jun. 2000Galway
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