Edward Zerafa Email & Phone Number

Malta

Leading a team of tag management specialists, digital analysts and marketing operations specialists to drive the William Hill and Mr Green brands acquisition function in the international markets by:- Owning landing pages and tracking and monitoring acquisition conversion flows as players progress through to their first deposit.- Assist country managers and channel owners to execute and monitor the marketing strategies for all the international markets.- Own the tracking plan, Google Analytics setup, and data services related to marketing activities. This is extended to the lifecyle stages and product functions for the international markets.- Be the main point of contact to coordinate activities between William Hill Global Platforms and UK operations in terms of martech and automation.- Provide ad-hoc performance deep dives to country managers and channel owners by leveraging data to identify any technical issues or identify optimisation opportunities.- Work closely with the BI and data teams to assist in commercial reporting and preparation of monthly performance reports towards C-level.- Organise and lead weekly marketing performance reviews to enable the channel owners to monitor marketing efforts and ensure CPAs are in control in respect to predicted player LTVs.

Leadership of the Digital Performance Marketing teams for William Hill International consisting of the following functions:- SEO- Affiliates- PPC- Social Media- Programmatic- Creative Services- Marketing Operations- Digital Analytics- AdTech

Malta

Responsible to manage and lead the global data and business intelligence function. The roles in the team include Data Developers, Web Analysts and Data Analysts to provide data services and insights to Catena Media global operations:• Upgrade to Google Analytics 360 to implement an enterprise grade setup with rollup properties and a standardised measurement plan. Implementation of Google Analytics to BigQuery data transfer for the data centralisation of all traffic related data across 200+ properties.• Tracking and reporting of user journeys on 150+ products/domains through Google Analytics 360 and Google Tag Manager. Consolidation of data for cross product and vertical insights using Google BigQuery and bespoke data consolidation systems with Power BI for visuals.• Lead innovative solutions to send offline conversions to Google Analytics and Google Marketing Platform to enable the optimisation of marketing campaigns and user conversions.• Automation of extraction and processing of revenue data and lead generation statistics from Affiliate Platforms and other sources to provide the business with daily and periodic insights relating to operational performance through Power BI dashboards and reports.• Build a repository of self-service dashboards, reports and visualisations through Power BI, Google Data Studio, and other data platforms for end user consumption.Liaise with C-level, VPs, Product Owners, and other stakeholders globally (Malta, Serbia, UK, USA, Japan, Italy) to oversee that data requirements are aligned and ensure that the data services roadmap is scalable to cater for the global operations of the business.

Designed and introduced business analysis services that harmonises the organization’s processes, including pre-sales, development, and QA.Collaboration with the Chief Product Owner, clients, and other stakeholders to build and prioritise the product roadmap, making sure that every enhancement to the product adds business value.Lead the Product Owner function and guide a strong team of experienced business analysts and UX specialists to deliver clearly documented specifications of business and functional requirements by working closely with clients and internal stakeholders.Responsible for managing, leading and overseeing the business analysis function within the Product Team and across the Technical Teams. Requirements gathering and specifications documentation is carried out for functionality across the platform, such as player account management, risk and fraud, bonusing and promotions, warehousing, reporting, and many more.Liaise with the development and QA teams to make sure business needs are understood and the optimal solution is implemented to satisfy the business requirements that deliver business value.Participate and assist in the development of agile functions, including sprint planning, sprint kick-off, stand ups, and retrospectives.Assist the entire product lifecycle: sales, tender response, development, QA, implementations, delivery, operations, and support. Clients include: Intralot (state operators)EmuGroupBetclic Everest GroupApuesteriaMansion GroupSuperBetWinunitedLuckyDino

Introduced report documentation, versioning, and auditing procedures.Lead the process of eliciting reporting requirements from stakeholders and make sure these are documented and understood by the development and QA teams.Ensure that the data warehouse architecture and cubes infrastructure supports the reporting requirements.Defined the product BI strategy and communicated it to internal and external stakeholders.Support the operations team in report troubleshooting and issue resolution.Ensure that the product provides stakeholders and third party solutions with accurate and timely data.

Part of the core high level management team, creating short and long term department objectives in line with company goals.Manage the relationship with Oracle, as a supplier and partner.Preparation of periodic budgets for the unit, ensuring that these are adhered to.Preparation of periodic strategic plans as part of the on-going growth strategy for Oracle Applications.Ensure that the leads generated by the sales team are converted into profitable sales.Build, support, and sustain the growth of the team to perform well and meet project deadlines.

Malta

- Lead business and technical analyst in major local and international projects- Consultancy and business process reengineering- Requirements gathering and systems analysis- Setup, configure and implement web based Oracle Applications in client-server n-tier architectures- Development of web modules, customizations and enhancements (HTML, XML, Java, Oracle Forms, PL/SQL)- Special focus on Oracle Applications, Java technologies and Oracle PL/SQL programming- Reporting and ETL processes for data warehouse and/or BI (Oracle SQL Developer, Oracle Report Builder, XML Publisher)- Planning and execution of data migration strategies- Delivery of training & provision of support services- Presales duties- Business and technical documentation- Experience in Linux and Windows operating systems

Bayreuth Area, Germany

Web design and development: design of templates and online corporate identity, installation of Sitellite Content Management System based on PHP and MySQL, development of necessary modules/customizations to fit organization requirements.

Executive Mba E-Business, Information Communication Technology & Business Management, Distinction

Dissertation title: "E-Business Leverage for SMEs through B2B Application Integration"

B.Sc. Business And Computing, Information Communication Technology & Business Management