MaxBet
Flutter International · 2025 · Digital Marketing Director
WHAT I WALKED INTO
No tracking, fragmented in-house performance team, no data layer. Just ambitious targets and a transformation programme.
+110% acquisition−20% CPA+30% ROAS
01 · THE WORK
15 years. Four engines built.
In-house growth leadership across poker, sports betting, casino and B2B, in regulated and emerging markets. Different industries, same method.
How I build: like a training programme.
Layer 01 · Foundations
Track first. Always.
At MaxBet there was no data layer at all. GA4, Firebase, GTM and AppsFlyer went in before a single extra pound was scaled, because you can't grow what you can't see.
~€70k
saved a year by securing group credits for the first MMP
What I walked into. What I left behind.
PokerStars
Flutter International · 2021–24 · Head of Search & Growth
WHAT I WALKED INTO
Separate PPC, ASO and SEO teams working in silos, and no CRO function.
+32% net revenue+52% app acquisition+94% organic
The Stars Group
2012–21 · Head of PPC → Global Head of PPC
WHAT I WALKED INTO
A single poker brand in focused markets. Then an IPO and a multi-brand portfolio.
14+ markets+220% mobile app+450% Apple Search Ads
Regus
2010–12 · Global Head of SEM
WHAT I WALKED INTO
A different agency in every market and no central view of anything.
−84% CPA+556% leads88 countries
“I couldn't have asked for a better leader to learn from. She taught me how to think beyond day-to-day execution.”
Nevenka Smakic, Senior Client Success Partner, Sportradar
Reported to Bea at MaxBet
“Great commercial awareness. She leads teams with clear strategic oversight. I would relish the opportunity to work with her again.”
Anthony Doone, Online Commercial Director, MaxBet at Flutter International
Worked with Bea at PokerStars and MaxBet
Want the full timeline? Ask, and I'll send the right CV.