Open to opportunities

Samantha Barham

@samanthabarham

Message

I’m a Product Manager optimizing digital products and growth through data-led experimentation and end-to-end delivery.

United Kingdom

Message

What I'm looking for

I’m looking for a Product Manager role where I can own end-to-end product strategy and delivery, run data-led experiments, and partner closely with design, engineering, and marketing to drive growth, engagement, and compliant customer experiences.

I’m a Product Manager with 4+ years’ experience owning the strategy, direction, and performance of complex digital products. I’m driven by measurable outcomes—improving engagement and retention through data-led decision making, experimentation, and strong cross-functional partnership.

Most recently, I’ve led end-to-end optimization of casino and free-to-play experiences, including page hierarchy redesign, game categorisation, and improved discovery across multiple game types. I’ve grown non-slot game launches, activated previously unused paid-for studios, and released back-catalogue content to deepen product engagement.

I’ve delivered clear performance impact through a 3-month optimisation period—raising games played per week by 6%, percentage retained by 5%, and days played by 1.5%, while maintaining a stable proportion of casino-active customers during broader active user decline. I also own promotional and regulatory workflows, partnering with game providers to secure discounted agreements, early releases, branded content, and joint promotional activity.

Earlier, as a Senior Marketing Operations Manager and Programme/CRM Delivery Manager, I built my strength in journey optimisation from discovery to conversion, retention, and win-back. I championed a test-and-learn culture with experimentation frameworks and dashboards, using tools like Optimove, Dotdigital, and Upland to scale highly personalised, multi-channel journeys in highly regulated environments.

Experience

Work history, roles, and key accomplishments

Current

Product Manager

Current

The Pools

Nov 2025 - Present (7 months)

Led end-to-end optimisation of the casino product experience, including page hierarchy redesign, game categorisation, and improved discovery of multiple game types. Increased engagement and retention over a 3-month period by 6% (games played), 5% (percentage retained), and 1.5% (days played).

Product Strategy Product Discovery Roadmapping Experimentation GA4 Optimizely Stakeholder Management

Senior Marketing Operations Manager

Betfred

Nov 2022 - Nov 2025 (3 years)

Optimised digital customer journeys from discovery through conversion, retention, and win-back using workflow and process improvement. Partnered with retention, data science, and development teams to enhance cross-product retention and upsell using AI-driven segmentation and marketing automation platforms.

Customer Journey Marketing Automation AI Driven Segmentation Stakeholder Management Dashboards

Senior Programme Delivery Manager

Betfred

Apr 2021 - Nov 2022 (1 year 7 months)

Directed delivery of technical and platform enhancements supporting CRM strategy and performance KPIs. Established governance for multiple concurrent initiatives, including scoping, documentation, UAT planning, onboarding new technologies/providers, and cross-functional delivery alignment.

Programme Delivery Stakeholder Management Scoping Campaign Briefing Enablement

CRM Delivery Manager

Betfred / ActiveWin

Sep 2020 - Mar 2021 (6 months)

Managed delivery of CRM-aligned product and platform improvements, including onboarding new providers and rolling out technical changes. Owned multiple technology enhancement projects from proposals through testing, UAT, and implementation, while coordinating with third-party platforms and technical stakeholders.

Provider Onboarding UAT Testing Implementation Proposal Development Delivery Blocker Removal

Senior Communications Manager

ActiveWin

Feb 2017 - Sep 2020 (3 years 7 months)

Owned cross-channel customer communication strategy across multiple betting and gaming brands, driving creative and technical best practice. Restructured onboarding and lifecycle messaging and optimised campaign relevance to improve retention and onboarding performance, while mentoring communications leadership.

Team Leadership