Joanna B.

Lead and unify CRM, Retention, Loyalty, and Account Management across sportsbook and casino, with ownership of end-to-end lifecycle strategy, performance, and execution. - Built the CRM and Account Management functions from scratch, establishing team structure, tooling, and reporting frameworks - Developed and launched a full lifecycle strategy aligned to product verticals, driving engagement and reactivation - Increased overall player retention from 45% to 65%+ through improved segmentation, automation, and incentive strategy - Introduced collaborative planning cycles aligning Commercial, Product, and Compliance teams - Scaled VIP management and personalised outreach programmes - Delivered sustained improvements in churn reduction, deposit frequency, and turnover across key player segments UK Gambling Commission Personal Management Licence (PML) holder - Director level.

Established and led the CRM function, owning lifecycle marketing, segmentation, and automation across sportsbook and casino. Led the full replacement of the customer data platform, delivering a new CDP and integrations from scratch, laying the foundations for retention, VIP, and loyalty at scale.

Retention Lead for the flagship brand, owning customer engagement and lifecycle marketing across Sports and Casino. - Delivered record retention and reactivation results through proactive, event-led campaigns - Rebuilt bonus strategy across all player segments, improving efficiency and spend control - Increased Sports → Casino cross-sell from 2% to 8%, one of the strongest results for the brand - Owned campaign planning, execution, and monthly performance reporting to senior leadership

Owned CRM and retention strategy across the full customer lifecycle, with accountability for performance, compliance, and operational delivery. - Led all retention and re-engagement activity, driving long-term customer value across global markets - Identified and executed growth opportunities across active and lapsed customer segments - Established CRM best practices and scalable processes across multiple teams and departments - Ensured full GDPR compliance across all customer communications and data usage - Led system and platform integrations, including Salesforce, to improve CRM capability and operational flow - Built and developed the CRM team, providing training and leadership to improve productivity and results

Led retention and lifecycle marketing for a high-growth online casino, with ownership of customer engagement, reactivation, and CRM execution. - Delivered retention and re-engagement campaigns to increase customer lifetime value - Identified growth opportunities across active and lapsed customer segments - Ensured all customer communications were fully GDPR compliant - Established retention processes and campaign execution across teams - Led CRM system integrations, including Salesforce, to support scalable growth

Part of the central Global VIP team, acting as the key liaison between local VIP teams and group leadership. - Owned VIP marketing campaigns and upsell strategy across multiple brands - Planned and delivered large-scale VIP events and bespoke brand campaigns - Analysed campaign performance, player behaviour, and supplier effectiveness - Led high-impact engagement testing, delivering 20%+ increases in session time for test groups - Managed 60+ VIP events per quarter with a budget of approximately €1m - Drove improvements in VIP segmentation across multiple products, brands, and territories

Owned brand and casino marketing strategy, from campaign planning through to execution and reporting. - Led all marketing activity across retention, reactivation, upsell, and acquisition - Achieved all-time highs in net revenue and active customers - Managed customer bonus spend and segmentation to minimise abuse - Ensured full compliance with UK Gambling Commission and MGA regulations - Supported casino product development and led game integration rollouts

Co-ordinated all promotional activities with several brands, affecting VIP customers. Maintained excellent knowledge and took ownership of all VIP campaigns. Carried out pre and post campaign analysis and reported key findings to senior management. Managed the VIP site to ensure accurate event information was communicated to customers. Key Contributions: - Oversaw event strategy, event promotion, host allocation, and all travel and accommodation requirements for events. - Increased VIP client satisfaction rate by providing tailored experiences both online and in person.

As a project coordinator at Mansion I was involved in a number of projects of which mansion are still reaping rewards from to this day. I was heavily involved in the launch of the newest brand to the group and was a key player in the rollout of new languages and currencies namely Swedish, Japanese and Russian. I was responsible for covering all touch points from CRM and campaign activity to training new staff. My most notable achievement at mansion was the roll out of an automated CRM journey for various customer life cycles, namely on boarding, churn and reactivation lifecycles. This work took CRM at mansion from 100% manual to 85% automation.

As an administrative officer in the Scottish Civil court is was my responsibility to have a deep understanding of Scottish civil law. With this knowledge and information my role included liaising with relevant counsels on cases being brought to the court before trials.