James Frendo Email & Phone Number

Gibraltar

Gibraltar, Gi

London, England, Gb

Responsible for the Casino business, Playtech’s leading vertical and a majority share of the company revenues. I was accountable for generating and delivering the casino strategy and ensuring the smooth running of the day-to-day business & operations, which services over 140 licensees over the various territories they operate.Key Achievements:▪ Casino strategy – After a detailed KPI study and business review I conducted various workshops and implemented the new casino strategy and communicated the new casino pillars: Signature, Reach (Content), Reliability (Platform) and Value (Product features).▪ Content & Studio management – responsible for managing 9 different studios worldwide. Reorganised their targets and objectives and de-conflicted the games roadmap. Implemented detailed reporting and failsafe processes to minimise errors and unplanned overspends. Chaired the content meetings, responsible for aligning the roadmaps to ensure regular tempo, quality, diversification, balanced content and reliable fixed deadlines.▪ Delivered cost efficiencies – Introduced financial reporting to specific games. Lowering the average cost-per-game by 31%, increasing content revenue by 18% YoY.Managed and planned the transition to new game production technology. ▪ Product management – implemented new ways of working using agile (safe) methodologies and rolled them out throughout all sites (Kiev, Sofia, Tartu, London, Tel Aviv and Gibraltar). This ensured valuable resource was utilised with a renewed, sharpened focus on important strategic items and deadline confidence vastly improved.▪ Business intelligence functions – Datamined so-called ‘dark data’ and transformed it to actionable intelligence. Designed a new set of KPI reports that are now widely used across the rest of the business. These provided a granular view into current operational business and focused on critical areas of growth or decline.

Dublin, Ie

Strategic – Define the Casino strategy to meet the budget and drive continued growth. Analyse, assess and develop product, marketing and acquisition initiatives that factor into the overall budget plan. Maintain those roadmaps and call out any significant risks to revenue or delays.Tactical – Constantly seek revenue opportunities or push gap closing initiatives.Operational – Responsible for the day to running of business within the casino. This includes an overview of daily reporting, tools, casino configurations, player management, cashout controlling, incident management and escalations, fraud, exploits and security. Improve customer satisfaction levels whilst maintaining profitability.Product – Good understanding of the market, I have often led workshops to identify product gaps and look for innovation. Experienced in building business cases and constructing realistic roadmaps with proven accuracy on costs vs reward ratios. Good background in driving product teams to deliver on deadline and keeping to scope.CRM and promotions – pushing product to market. Leverage key product features to the right customer segments on order to drive real business value. Over-index on planning and execution to deliver quality CRM. Campaign management experience includes: cross selling, VIP, churn prevention, loyalty schemes, reactivation and various trigger-based campaigns. Underpinned by maintaining strict gross to net ratios and performance tracking.Manage relationship with 3rd party providers – Influence roadmaps, develop our tools to work synchronously with theirs. Modify and drive flexibility in order to serve content to the customers that give that unique edge, separating us from the competition.

Vienna, Vienna, At

Daily running of Casino Business for PartyCasino.com (pre-merger) – Was directly responsible for the budgeted Net Gaming Revenue of the 2nd largest consumer brand in the company and other smaller casino white labels. Managing a team of CRM and Operation associates and working with several indirect reports on agreed deliverables.

Gibraltar, Gi

- Assess players lifetime values - across products, white labels, individual Affiliates etc- Analyse data on existing promotions & make recommendations on profitability based on spend, bonuses, liquidity etc- Establish player behavioural patterns in relation to churn, deposits, up-sell & cross sell.- After the analysis is completed; devise, implement and execute plan to address key issues raised. Then measure the success criteria of any implemented strategy to further improve best CRM practises & profitability.- Edit HTML content for mailers.- Analyse & Segment data for player groups and promos.- Write copy & brief graphic designers.- Liaise with Member services & product on current promos- Configure bonus setup's and reporting tools- Reconcile financial information- Construct weekly and monthly key metrics reports

Gibraltar, Gi

Produce detailed analysis on player behaviour and patterns.In-depth study of raw historical data to identify, segment and target the correct promotions and/or cross selling of additional products.Configure and test bonus systems (Poker and Casino) on 2 separate systems.Write & conduct briefings and training for the Member Services department.Identify any areas of weakness within the knowledge base and conduct training to improve service levels. Detailed analysis of specific games and their projected margins leading to recent overhauls with regards to the bonus structures and loyalty points system.Write copy, brief graphic designers and the portal team on promotional content and follow up on the success of email opening rates. Produce detailed analysis and reports on both Casino and Poker revenues, retention matters and various promotional campaigns.

Primarily, my aims were to retain and ‘reactivate’ significant clients. I set some precedents for this by thoroughly analyzing a list of over 350 accounts and sub-categorizing them into a red-amber-green system, on two lists of either active or inactive clients. I had reactivated a large proportion of this list and retained every client. There had been a significant dollar value brought in by this. I also took it upon myself to ensure a healthier flow of communication was established from account managers to my former department (VIP support). I was also responsible for re-organising many of the working practises used by account managers and their relevant reporting systems. Extra tasks I undertook have included creating various excel formulas, word templates and presentations. I have also organized and hosted various hospitality events in other countries for some of the VIP clientele.

Gb