Kristal Ó Gribín

I run a media-first recruitment and employer branding platform designed to help iGaming companies attract better talent. We combine job visibility with content, storytelling, and industry education to reach high-agency candidates who want to grow their careers. What I do: • Build and manage a niche platform that attracts industry-ready talent • Support employers with visibility across two platforms reaching 27K plus professionals • Create employer branding content including spotlight interviews and Career Conversations • Produce educational resources that help candidates understand the industry • Oversee all operations, content, partnerships, and outreach What makes us different: • Up to five free job postings for smaller companies and start ups • A media-first approach that uses educational content, guide and expert interviews to attract better applicants • Employer branding pages that showcase culture, values, and opportunities • A platform trusted by jobseekers who want to learn, grow and take their next step YouTube Channel: https://www.youtube.com/@GamblingIndustryJobs Facebook Group: https://www.facebook.com/groups/gamblingindustryjobs/

Promoted to Head of Casino (RNG Games), reporting directly to the Chief Product Officer (CPO), with a primary focus on product launches, product innovation, and growth for my key brands; Optibet.ee, Nutz.ee, Optibet.lt and Optibet.com. Key Responsibilities remained the same as before Entain acquired us (see responsibilities below in my previous experience👇), however with more focus on product growth and innovation initiatives to drive brand loyalty and differentiation, focusing on feature enhancements and user engagement. Worked closely with the Integrations team, with access to the testing and staging environments to ensure the functionality and quality of games prior to their launch in the live environment. This hands-on approach ensured a seamless transition from testing to live deployment, minimizing issues and enhancing the player experience. Leading RNG product roadmaps and strategic initiatives, aligning with company growth objectives to enhance product performance across my key brands.

Proud to have contributed to the growth of Optibet, the flagship brand of Enlabs, the leading iGaming operator in the Baltics, dominating Latvia, ranking second in Estonia, and establishing itself among the top five operators in Lithuania. Key Responsibilities: • Revenue & Bonus Performance: Oversaw Casino P&L, bonus performance and management, driving profitability while maintaining customer engagement. • Product Innovation & Promotions: Working closely with the Head of Games to align the product and promotions roadmaps, enhancing product offerings through gamification features, such as exclusive VIP leaderboards. Proposing improvements to the proprietary casino platform and back-office system. • Negotiations & Contract Management: Planning with the CPO to develop and execute the content product roadmap, aligning new provider integrations with market demands and incorporating requests from VIP players. Led negotiations with potential providers to secure favorable deals and exclusivity for game launches where possible. Ensured all necessary game documentation was collected and maintained for compliance purposes. • Campaign Management & Coordination: Managed marketing campaigns, ensuring alignment with the product roadmap and timely execution. Collaborated with UX and design teams to deliver impactful landing pages, banners, and promotional assets. Worked closely with Estonian and Lithuanian marketing managers to plan and execute streamer campaigns that elevated brand visibility and engagement. • Market Growth & Launches: Spearheaded the growth of Optibet.ee, and successfully launched Nutz.ee into the Estonian market as well as Optibet.lt into the Lithuanian market together with LT marketing manager and Head of Games. Navigated Lithuania's bonus restrictions introduced shortly after our launch. • Managing a small team of 3, yet successfully delivering and achieving all our tasks within the timelines provided.

Managing and executing requests for Digital Destiny Marketing Clients. • Marketing Research • Marketing Strategy & Planning • Performance Marketing - Affiliates & Partnerships Program Management • Lead Generation - Webinars, Forms, Landing Pages • Web Analytics - GA4 ( and Hotjar) • Retention Marketing - email marketing, content marketing, referral marketing • Product Launches - Multi-channel campaign concepts, to delivery and analysis • SEM - Meta Advertising, YouTube Advertising, Twitter Advertising, Reddit Advertising

This was a very exciting and versatile role whereby I was responsible for the growth of the Estonian online casino brand. In this role I achieved an ‘all-time high’ in terms of revenue. In my 2 years there, I helped increase the revenue by 27% in my first year and 131% in my second year, with very little marketing budget and resources but lots of creativity. • Daily monitoring of Casino P&L and KPIs and taking immediate action when necessary. • Collaborated with game providers to expand the portfolio, negotiate contracts, and launch new games, including exclusives, supported by multi-channel promotions. • Networking at Conferences & Events. • Developed and executed strategic casino promotion plans, analyzing performance to optimize results. • Delivered engaging marketing campaigns through landing pages, and email, driving significant revenue growth via Optimove. • Working closely with the VIP team to run enticing offers for VIP players. • Updating our casino terms & conditions on site and in emails to minimize opportunities for abuse and mitigate risk. • Working with our UX Team and customer support to listen to feedback and therefore improve our experience on site. • Working closely with customer support ensuring they are trained on the product and can deal with customer queries efficiently. Handling any escalated queries from the Customer Support Team which involved the technical team, compliance or external game providers. • Collaborated with head of affiliates and social media marketing manager so that casino campaigns and content are seamlessly pushed out on all platforms. • Competitor analysis • Provided detailed performance updates to management during weekly and monthly reviews.

Affiliate/Partnership Manager for InterPartners | InterCasino, InterPoker, VIP Casino brands. InterCasino being one of the first online casinos to accept a genuine money wager in 1996. In 2014 Intertain Group acquired InterPartners. I worked closely with Tony Simouni, an ex-William Hill professional, and his team to ensure a smooth transition of the affiliate program. Subsequently, I was moved to the retention team, where I contributed to CRM tasks and the integration of Optimove with our casino engine. Shortly after, I was invited to join the VIP team, but I had to step away due to personal issues. Key responsibilities at InterPartners: • Increasing new revenue & new customers month on month through maintaining key existing relationships with affiliates and running affiliate specific promotions. • Running co-branded player promotions with select affiliates as a means of providing extra value to the affiliate without increasing their commission. • Recruiting new affiliates by searching for them on Google, GPWA and negotiating deals • Getting recognised as one of the GPWA's "Active Affiliate Managers of the month" month on month from Nov13 to May14 and recruiting 48% of new affiliates through the forum in the process. • Monitoring of daily/monthly analytics such as clicks, CTR, new active depositing players (NADPs), conversion rates, CPA, ARPU and New Revenue + other KPIs • Liaising with third party - income access whenever we had any issues or required additional reporting or functionality from the system. • Briefing in creative team for amazing landing pages, affiliate banners and hero banners for email. • SEO Project – Liaising with SEO consultancy firm Ayima to improve the affiliate program and affiliate links in general from affiliate sites to our website • Keeping abreast of igaming news and our competitors. •Organising InterCasino's epic Birthday Bash at the Barcelona Affiliate Conference and receiving a stellar review from Peter Marcus about this :) .

Reporting directly to CEO/CPO, I was heavily involved in the launch of the industry’s first Live Roulette Facebook Game, a cross-channel marketing solution that allowed affiliates to promote the game on their Facebook pages using their own branding. This initiative gave affiliates the opportunity to earn commissions from virtual currency sales while driving social engagement. Unfortunately, due to evolving regulations and Facebook policies, the innovative Live Roulette Facebook Game could not be sustained as initially envisioned. https://www.gameon.im/2012/10/smart-gaming-group-gives-affiliates-facebook-roulette-game/ Key Responsibilities: Acquired new depositing players through affiliate programs, referrals, PPC, SEO, and blog content initiatives. Released PR articles via agencies to announce product launches and updates, ensuring clear communication with affiliates. Conducted an affiliate commission audit, devising and implementing a targeted, profitable commission plan. Managed a team of two, overseeing affiliate program operations and creating content for affiliate websites. Designed and executed affiliate promotions aligned with company objectives to ensure a cohesive marketing strategy. Led SEO projects, including content writing, link building, and ensuring website updates met Google’s quality standards. Collaborated with PPC agencies to meet customer acquisition, revenue, and cost-efficiency targets. Worked with CEO/SPO on an in-house Facebook Affiliate Program for Live Roulette, enabling affiliates to promote branded games and earn a 25% commission on virtual currency sales. Supported mobile affiliate program launches through app testing, competitor research, and cost analysis. Conducted competitor research to identify opportunities and strengthen mobile offerings.

In my time at Betfair as a Poker Partnerships Manager I exceeded our Finance team’s ambitious targets for new customers with less budget. This was done through carefully negotiating deals with affiliates which returned a positive payback of 1.3 to 1.5 times (target was 1.3). Key responsibilities: • Up-selling affiliates to top tier segments in accordance with the segment strategy. • Actively searching for affiliates which rank well for relevant keywords and negotiating realistic deals which will benefit both parties (in line with internal payback requirements). • Incorporating advertising deals with existing affiliate performance-based deals to improve ROI. • Working with online media partners launching suitable campaigns to try and maximise conversions as much as possible • Working with Experian Hitwise and Mintel to gather research on the UK poker market. Their reports were used to recruit new potential affiliates. • Developing and implementing affiliate strategy in line with the business long range plan • Campaign management and analysis. • Email and video newsletter, management and analysis - http://bit.ly/1MgiBjW • Attending conferences across Europe to promote the Betfair Poker Affiliate Program as well as attending the Women in Gaming Awards (also got nominated for Affiliate manager of the year in 2011 and 2012 but did not make it to finalists). • Using Betfair assets in exchange for prominent exposure on sites, for example tickets to events of football teams we sponsored such as Manchester United. • Preparing and presenting quarterly reports to the poker stakeholder group. • Liaising with other third-party service agents we used such as Netrefer, Mediaplex, Smartfocus & others • Staying abreast of competition. Hosting players at the World Series of Poker Europe (London) 2010 and participating in the creation of Betfair WSOP Video - http://bit.ly/1HEZk8T

Senior Accounts Administrator Reporting to the Financial Controller As the main point of contact for over 2,000 clients managing Trusts or Companies, I was responsible for ensuring efficient invoicing and payment collection for Blevins Franks Trustees. Key Responsibilities: • Led a team to issue invoices and collect payments in a timely manner, ensuring accurate records and maintaining strong client relationships. • Liaised with investment houses, such as Lombard, and other banks to resolve payment discrepancies, query missing payments, and request funds to offset fees related to Trust and Company time charges. • Managed projects related to debt collection for Blevins Franks Trustees Company Services, ensuring compliance and efficient resolution of outstanding accounts.