Billy Cundall

Management: • Lead multiple stakeholders as Head of Tribe for Canada, providing strategic direction, demonstrating strong leadership and market guidance. • Demonstrate the ability to delegate and empower tribe members to complete multiple tasks, working together to achieve long-term, sustainable success. Market Understanding: • Be the voice of our Sports customers in Canada • Work closely with our consumer insights team to build our knowledge of customer motivations, perceptions & behaviours • Track growth within the market, understanding consumer segments, brands & products driving growth • Track the business models & activities of our competitors in the market • Build a deep understanding of the regulatory framework for the market and manage relationships with key stakeholders • Represent the market and commercial interests in regulatory and compliance matters • Work closely with the Commercial leadership team to track and analyse commercial performance versus plan and the market Strategy: • Work with commercial leadership team to ensure our market strategy takes our market understanding into consideration • Act as advisor to commercial leadership team on all aspects of decision making in the market • Brief our breadth of departments on our market strategy and what this means we need them to achieve • Be the point person with representatives from our sister verticals to ensure strategies across verticals are considered for the Sports customer proposition Customer Experience: • Coordinate the delivery of Canadian initiatives across PokerStars Sports, being the quarter back of the Canadian tribe • Ensure that the delivery of initiatives is aligned to offer a consistent proposition relevant to our customers • Identify & rectify issues in our proposition that are not localised to the customers’ needs

• Dictating strategic direction for five independent country markets • Managing global initiatives throughout entire campaign process, including the management of tens of stakeholders from all areas of the business • Collaborating with both local and global stakeholders to ensure delivery of market narrative and direction • Managing multiple stakeholders to ensure proper execution of marketing operations • Collaborate with Sponsorship stakeholders to best utilise partnership assets • Ideating, planning, executing, and analysing promotional campaigns to ensure maximum learnings and progression • Providing tactical direction ATL including TVC selection through to BTL activity such as CRM guidance

• Exposure to all departments within Global Marketing Services (GMS) • Organisation and facilitation of cross-company management meetings and conferences • Experience with setting up and implementing marketing campaigns with the Campaign Operations Team • Production and implementation of internal ‘virtual teams’ across GMS • Experience with customer experience improvement and enhancement in a company-wide seven experience CX initiative • Exposure to major executive stakeholders through the program • Organisation and on-site experience of the global Unibet Open 2019 in Paris • Training with sportsbook provider Kambi on ‘How To Build A Sportsbook’ • Training with Nielsen on marketing insights

• Role in the marketing department helping to gather and subsequently analyse guest feedback with the objective to develop these findings into more streamlined consumer insights to compare against industry averages as well as direct competitors. • Conduct discussions within marketing teams to provide recommendations on specialty branding advertising and PR strategy

Worked closely with both Sporting Life and Sky Sports, producing over 40 published articles across all platforms, including several top read articles. Conducted interviews and produced original content ranging from editorials and tipping pages through to free-to-play content and analytical stat-based pieces.

Worked closely with both Football and Horse Racing trading teams monitoring stakes, EV, promotional offers, and in-play betting markets.

Internship including live blogging and one published article across all platforms and social media channels.

Conducted interview and had one published article with Sky Sports.