Global Director PR & Social Media

Malta

Responsible for the creation, communication and delivery of the PR and Social Media strategies for 24+ brands within Betsson Group and across 15 markets. My role involves leading proactive and reactive communications strategies and overseeing their implementation for the Betsson brands, including publicity, social media, influencer marketing and editorial content and across print, digital and broadcast media. I have overall responsibility for all external messaging, including reputation and crisis management, trade and corporate communications, and lead a team of specialists responsible for building brand awareness through innovative campaigns that both enhance and protect the reputation of the brands, and have a positive impact on commercial objectives and revenues. Other responsibilities include budget management and line management. Key achievements include the development of a new measurement and ROI framework; the introduction of collaborative working across interdependent functions to complement a wider digital content strategy; the introduction of communication policies, procedures and protocols; and the communication and activation of key commercial sponsorships and endorsements. One such activation campaign - Betsafe’s #49-1 with Conor McGregor - has been shortlisted for the Best Use of PR at the BT Sports Industry Awards 2018. This particular campaign led to Betsafe, a relatively small sportsbook operator, being named by Forbes as the third most digitally-engaged brand for the historic Mayweather V McGregor boxing match in August 2017, only beaten by Reebok and Beats by Dre, and was the most successful, in commercial terms, in company history.