Mesa Geitonia, Limassol, Cyprus
CFD trading and iGaming marketing. Specialist in localised 360 marketing strategies that scale acquisition, develop brand equity, and support bottom-line growth. I currently lead the regional marketing team for Exness, responsible for overseeing global regional marketing strategy development and implementation. Developing unique strategies to build brands in complex markets is my passion. I have previously helped launch and scale several iGaming start-ups and established brands including Betway, 10bet, Supabets and Powerbets across Africa.
- Lead regional GTM and marketing strategy across LATAM, MENA, Sub-Saharan Africa, SEA, and the Indian Sub-continent, managing a team of 8 regional managers. - Own regional budgets and P&L, ensuring delivery against commercial targets across all marketing channels. - Drive cross-channel campaign development for clients and partners, while working closely with product, CRM, and analytics teams to optimise conversion and identify and scale growth opportunities. - Ensure full compliance of marketing activities across diverse regulatory environments and align regional execution with global strategic priorities. - Lead brand protection and reputational strategies across AI, Social Media, and PR channels
- Director responsible for supporting 10bet’s entry into the African market, leading local go-to-market strategy, budgeting, and execution across key regions. - Drove early-stage market development, including sourcing and securing sports sponsorships in Tanzania to build brand presence. - Established relationships with local regulators, supported office set-ups, and led banking and payments integrations to enable operations. - Built and scaled local marketing and operations teams to support launch and growth.
Leading Marketing for iGaming Joint Ventures across Africa, operating as part of a startup environment within the wider Opera Group. Led the end-to-end launch and scaling of two new brands, expanding into 8 markets within the first year. Owned full-funnel marketing strategy across online and offline channels, with responsibility for marketing P&L and performance against aggressive growth targets. Built and scaled a high-performing marketing team from scratch (10+ reports) across Paid Media, Social, Affiliates, SEO/ASO, CRM, Design, and Marketing Operations. Drove acquisition and retention strategies with a strong focus on CAC efficiency and LTV optimisation in highly price-sensitive, low-ARPU markets. Expanded scope beyond marketing to support local regulators (licensing), payments, KYC, and product integrations, working cross-functionally to improve conversion, onboarding, and overall user experience.
Led the digital and social media teams for Betway Africa across 6 markets. Responsible for: - Paid media planning, budget management, and optimisation of paid campaigns - Social Media strategy, including content strategy, influencer management, and overseeing the community team. - Promotion of sports partnerships across digital channels and driving engagement and acquistion through their fan base
- Helped small trade-focused businesses set up their online presence (websites, social media pages) and developed digital marketing strategies to grow their online traffic and brand reputation (HVAC, Electricians, Plumbers)