PROFESSIONAL ATTRIBUTES

Growth-focused marketing leader with 10+ years of experience scaling digital platforms through data-driven acquisition, lifecycle marketing, and brand strategy. Proven track record managing multi-million-dollar budgets, leading cross-functional teams, and delivering measurable growth in competitive markets. Experienced in performance marketing, CRM lifecycle strategy, and market expansion across international markets.

PROFESSIONAL SKILLS

Customer lifecycle marketing and retention
Performance marketing strategy
Data-driven campaign optimisation
Cross-functional leadership
Budget ownership ($20m+)
Market expansion and growth
Go-to-market strategy
AI-enabled marketing and workflow

CORE COMPETENCIES & ACHIEVEMENTS

Increased active players at JacksClub by 20% and deposits by 30% within four months, despite operating without bonuses, UX updates, or dev resources.
Grew Casino Days deposits by 50% and NGR by 25% within 12 months.
Drove commercial growth for Casino Days Ontario, increasing deposits 102%, unique depositing players 45%, and NGR 67% while maintaining bonus cost below 25% of GGR.
Delivered YoY growth for Bodog, increasing actives by 4% and NGR by 8%.
Increased Bodog registrations 9% YoY and improved conversion 7%.
Grew Bodog crypto depositors from 20% to 35% YoY.

CAREER HISTORY

08/2025 – Present Marketing Director | JacksClub.io (Contract) – Remote

Led the sportsbook launch, scaling to $100k+ in weekly wagering within four weeks.
Directed acquisition across RTB and digital ad networks, reducing CPA 34% in eight
weeks through creative and targeting optimisation.
Led affiliate partnerships, monitoring traffic, fraud risk, and LTV to optimise profitability.
Led CRM strategy, increasing 2nd-month retention from 25% to 35% within 3 months.

03/2024 – 08/25 Head of Canada | Rhino Entertainment (Contract) – Remote

Brands: Casino Days, Lucky Spins, Big Boost, Rocket Riches

Spearheaded market expansion, increasing share by 0.5% within six months.
Owned a €8M budget, optimising channel mix to maximise ROI and scalable growth.
Led paid acquisition across social and programmatic channels, driving performance
through creative testing and optimisation.
Improved player lifecycles, increasing conversion by 8% and month-1 retention by 11%.
Led App Store and Google Play launches, accelerating growth using AppsFlyer analytics.
Delivered high-impact OOH campaigns on a CPA model, including placements across the
Toronto subway network.

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

Brands: Bodog, Bavada, Ignition

Led market strategy for Bodog brand in Canada, managing a $20M annual budget and
delivering YoY growth in actives and NGR despite market contraction.
Directed cross-product campaigns, aligning activity with growth commercial objectives.
Established priorities, defined KPIs and allocated resources to maximise growth.
Directed vendor partnerships across TV, PR, influencer, design, media buying and social.
Ensured brand stewardship and regulatory awareness in an unregulated market.
Coordinated launch of the “Clearing the Crease” NHL podcast, increasing brand visibility.

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

Brands: Metawin, WowVegas, Tournament

Established CRM infrastructure and frameworks to enable scalable player growth.
Built multi-channel lifecycle strategies across acquisition, retention, and reactivation.
Delivered revenue-driven tournament campaigns, increasing engagement and activity.
Aligned acquisition strategy across paid, organic, and affiliate channels to maximise conversion and ROI.
Built and scaled a community-led growth engine across social and Discord, reaching 4,000+ active players within three months.

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

Brands: WinTrillions, LottoKings, BuyLottoOnline

Led marketing strategy across LATAM, driving growth across multiple brands.
Optimised CRM lifecycle, increasing retention by 6% and improving player lifetime value.
Increased deposits by 22% YoY through data-driven optimisation of platform lobby, acquisition and retention strategies.
Used data to identify growth opportunities, exceeding targets and improving ROI.
Spearheaded transition to new CRM platform, from negotiating commercials to
overseeing the integration of the lifecycles across multiple brands.

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

Brand: PlayOJO

Led CRM strategy, running campaigns that improved MoM engagement and retention.
Developed marketing content and messaging to highlight USPs and brand positioning.
Delivered promotional campaigns, including Fantasy Fortnight, generating 1,864 entrants and 382 FTDs.
Built and scaled PlayOJO blog, achieving 400+ weekly visits within 3 months.
Managed social channels, reaching 3,000+ followers within two months, and growing
Facebook to 10k+ followers within nine months.
Defined brand tone across all channels while adhering to UK market regulations.

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

Brands: Party Poker, Party Casino, bwin

Managed and optimised CRM comms brands in regulated European markets.
Built and reported on multi-channel promotional campaigns to drive player engagement.

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

Brands: Betway, Spin Casino, Dream Bingo, Bingo on the Box

Developed multi-market marketing campaigns across casino and sports brands.
Managed CRM campaigns, optimising performance and reporting on campaign results.

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

Coordinated product launch and category pages for brands like Samsung and Amazon.

Skills: Brand Strategy, Growth marketing, CRM systems, Email marketing, Budgeting, Forecasting, Promotions, Reporting, Content writing, Copywriting, Vendor management, User experience, Conversion, Social, SEO, CMS systems, Blockchain/Web3, Operations, Backend systems, Programmatic ads, PPC, Affiliate systems

Tools: Tableau, SEMrush, Salesforce, Emarsys, Customers.io, MailWizz, Google Analytics, Fast Track, AppsFlyer, ahrefs, Bannerflow, Jira, WordPress, Hotjar, SimilarWeb, Amplitude, etc.

AI Tools: ChatGPT, Claude, Midjourney, Canva AI, Leonardo.ai, NotebookLM, Gamma.app, AIO SEO

Side Projects

Praxia Consultancy | Produced SEO-optimised content for leading iGaming and crypto affiliates, including PokerStars, About Slots, Casino.com, 99Bitcoins, CoinSpeaker, and Catena Media.

BikeandRoad.com | Built and launched a niche cycling website as an SEO growth experiment, developing a keyword and content strategy aimed at reaching 100 daily organic visitors.

BestAIGirls.ai | Built and launched AI companion affiliate site to drive organic traffic and run paid ads for growth challenge.

Interests: Photography, golf, football, running, cycling, triathlons, scuba diving (advanced), Brazilian JuJitsu, reading, writing, cryptocurrency, motorbike touring, running my own websites, travelling to see diverse cultures.

References: Available upon request.