At Entain, I lead a multi-product CRM function supporting Casino, Live Casino and Sportsbook across the Baltics and Nordics. CRM initiatives supported 143k+ player reactivations, with €3.78M in Reactivated NGR delivered during H1 2026.
I own CRM strategy, lifecycle priorities and department development, aligning retention and engagement initiatives with commercial objectives. I also design the future CRM Target Operating Model and establish governance through operating standards, onboarding and campaign quality processes.
At Betmaster, I led CRM operations across five regulated brands and partner projects. Personalised campaigns and lifecycle optimisation increased customer retention by 25%, while CRM system and process optimisation improved operational efficiency by 15%.
At PokerMatch, I managed high-value customer relationships and developed personalised VIP service and retention programmes, contributing to a 45% increase in customer satisfaction. Earlier, at Neodis-T LLC, I planned outbound sales campaigns focused on customer acquisition and conversion.
