ADAM DICKINSON 

Based in London

Tel: 07598278726  |  Email: adam_101123@hotmail.com  

PROFESSIONAL ATTRIBUTES

Results-driven marketing leader with over ten years of experience driving growth for iGaming brands. Skilled at developing data-backed acquisition and retention strategies, building brand awareness, and aligning marketing initiatives with business goals. Experienced within a highly commercial environment, with a deep understanding of growth metrics and KPIs. Held senior marketing roles in start-up and corporate environments, embracing the challenges through efficient multi-tasking and attention to detail. Excited to drive transformative growth by leveraging data, creativity, and strategic vision. 

PROFESSIONAL SKILLS

  • Multi-tasking and managing projects
  • Problem solving in a team environment
  • Commercially minded and strategic thinker
  • Planning brand marketing initiatives
  • Collaborative leadership
  • Managing to KPIs

CORE COMPETENCIES & ACHIEVEMENTS

  • Grew deposits (Ontario and Rest of Canada markets) by 50% and NGR by 25% in twelve months 
  • Spearheaded market entry strategies and Blackhat acquisition initiatives for new crypto casinos – IQBet and MoonClub. 
  • Successfully achieved commercial targets for Bodog, increasing actives by 4% YoY and NGR by 8% YoY, navigating challenges in an unregulated landscape in a shrinking market with an inferior product. 
  • Grew Bodog registrations by 5% YoY through optimising acquisition funnels, increasing conversion by 9%.
  • Coordinated the Bodog.net strategy, funnelling players through online ads, capture data, and retarget with operator ads. 
  • Increased Bodog crypto depositors by 7% YoY as part of the low-cost, low-risk payment strategy. 
  • Developed and pushed Bodog promotions, including Parlay Insurance, Super Bowl Bonus Bet, and Casino Bonus Bonanza. 
  • Led the Bodog rebranding initiative, encompassing research, creative development, and campaign rollout.
  • Coordinated the transition of player data (3m) from BGO, Chili and PowerSpins to affiliates after operation closure.  
  • Conducted performance analysis for WinTrillions, refining campaign strategies that increased deposits 16% YoY.
  • Pioneered the marketing foundations for the PlayOJO brand as the first UK-based employee, developing tone of voice, branding, features, social media presence, and CRM lifecycles.
  • Collaborated with stakeholders to develop a unique player offering and challenger brand that could compete in a congested UK market, resulting in multiple awards, including the EGR Rising Star, in its first year.
  • Managed PlayOJO social media channels and increased FTDs using organic and paid social ads. Grew brand Facebook page to over 10,000 followers within nine months.
  • Successfully created and coordinated seasonal PlayOJO promotions, including the Fantasy Fortnight promo that gained 1,864 entrants, including 382 new depositors.
  • Spearheaded the transition to an entirely new CRM platform, from negotiating down the commercials to overseeing the integration and implementation of the CRM lifecycles across multiple brands.
  • Coordinated integration of iGaming backends, setting up transactional campaigns, game catalogues, and promotional material while ensuring compliance with market regulations.

CAREER HISTORY

03/2024 – Present                Head of Canada | Rhino Entertainment (Contract) – Remote

  • Spearheaded the expansion strategy for the Canada market, resulting in a 0.5% increase in market share within 6 months.
  • Directed all aspects of operations including marketing, acquisition, product, and compliance with Canadian regulations.
  • Increased total deposits in Ontario 102% from June to December, increasing unique depositing players 45% and NGR by 67%, while keeping Bonus % of GGR under 25%.
  • Established and nurtured relationships with stakeholders, including regulatory bodies, suppliers, and partners.
  • Owned paid media strategies for Ontario/Curaçao markets, running Google, Meta, App, programmatic, pop-under and other campaigns. 
  • Coordinated Apple and Google App launches, optimising campaigns and improving mobile KPIs using AppsFlyer analytics. 
  • Owned Canada market budget (€8m) budget, setting monthly spend based om company goals and market conditions.

07/2022 – 03/2024               Head of Marketing | Hive Minded – Remote

  • Led marketing activities for the Bodog brand in the Canadian market. Orchestrating a high-quality 360-degree approach in the execution of marketing plans and communicating the brand’s mission across channels.
  • Led core strategies across all verticals, overseeing the creation and execution of cross-product campaigns and programs.
  • Established quarterly commercial priorities with growth metrics and KPIs, aligning the team’s focus on areas with the potential for the greatest gains while considering resource allocation and operational efficiency. 
  • Managed annual marketing budget ranging from $15-20 million, intelligently distributing spend across business areas, ensuring optimal return on investment and alignment with overarching business objectives.
  • Monitored KPIs and verified against market trends to identify strategic pivots before reporting on performance.
  • Set targets and report each month, ensuring the brand continues to maintain growth in a congested market.
  • Led a marketing squad of retention, conversion, VIP, social, content, and SEO, prioritising marketing plans.
  • Managed and nurtured relationships with vendors, including TV media, design, PR, social, and influencer agencies. 
  • Championed brand stewardship, ensuring legal compliance and adhering to brand standards in an unregulated landscape.

05/2020 – 07/2022               Head of Marketing & CRM | MetaWin – London

  • Implemented CRM infrastructure across crypto-only WOW Casino, WOW Vegas, and MetaWin brands.
  • Orchestrated the design and execution of email marketing campaigns, strategically aligned with revenue-driving goals, resulting in impactful engagement and increased revenue generation.
  • Developed and executed end-to-end multi-channel CRM strategies across the player’s lifecycle. Ensuring a consistent and engaging brand experience.
  • Leveraged marketing automation tools to develop transactional, promotional, and informational content strategies that maximised customer retention and acquisition.
  • Analysed data to identify opportunities for optimisation and refining strategies. Established, reported, and highlighted KPIs for all campaigns and communications.
  • Actively worked alongside affiliate and media teams to develop strategies to maximise acquisition avenues.

06/2018 – 05/2020               Head of Marketing & CRM | Kings Entertainment – London

  • Led an on-site and remote dynamic marketing team to grow casino and lotto brands within the LATAM market. 
  • Formulated, assessed, and executed comprehensive customer campaigns deployed through web, mobile, and offline channels across three flagship brands: WinTrillions, LottoKings, & BuyLottoOnline.
  • Designed and revamped automated communication strategies, encompassing conversion, nurture, cross-sell/upsell, subscription retention, and reactivation, resulting in heightened customer engagement and loyalty.
  • Delivered customer remarketing campaigns aligned with customer acquisition media buying strategies.
  • Conducted analysis of campaign effectiveness, generating insightful reports and implementing strategic improvements to exceed KPIs, ensuring optimal campaign performance and ROI.

01/2016 – 06/2018               CRM / Content / Social Media Manager | SkillOnNet [PlayOJO] – London

  • Owned and managed the PlayOJO CRM delivery program and content across the player’s lifecycle.
  • Analysed CRM campaign performance and delivered insight to improve player engagement.
  • Created website marketing content to promote industry-first features and USPs.
  • Created topical copy that resonated with customers and championed organic and paid social initiatives to increase FTDs while overseeing the Community Manager role by the support team.
  • Managed third-party agencies across display, TV, PPC, content, and print, optimising targeted spending. 
  • Owned the PlayOJO blog and social channels, hitting 400+ weekly visits and 3,000+ followers in two months.
  • Conceptualised brand tone of voice and created casino content for comms and web pages. 

02/2014 – 01/2016               CRM Manager | Entain – Gibraltar

  • Delivered and optimised comms across casino, sports, and poker brands within regulated European markets. 
  • Spearheaded the conception and execution of promotions, coordinating communication channels such as mailers, in-client messaging, promo pages, and affiliate assets.

03/2012 – 02/2014                 CRM/Promotions Executive | The Betway Group – London

  • Created consistent and compelling marketing content across multiple iGaming brands in multiple markets.
  • Successfully orchestrated promotions across various products, exhibiting a keen ability to implement and optimise campaigns that maximised user engagement before reporting on campaign success.

01/2011 – 03-2012                  Digital Marketing Executive | Currys – Hemel Hempstead

Skills:                        Brand strategy, Growth marketing, CRM systems, Email marketing, Budgeting, Forecasting, Promotions, Reporting, Content writing, Copywriting, Vendor management, User experience, Conversion, Social, SEO, Google Analytics, CMS systems, Tableau, Blockchain/Web3

Interests:                 Photography, golf, football, running, cycling, triathlons, scuba diving (advanced), reading, writing, cryptocurrency, motorbike touring, running my own motorbike website – bikeandroad.com, travelling to see diverse cultures.

References:            Available upon request.