Kristal Ó Gribín Email and Phone Number
Kristal Ó Gribín's Location
Sliema, Sliema, Malta, Malta
About Kristal Ó Gribín
With over 15 years of experience in the iGaming industry, I bring a unique combination of strategic marketing expertise and product innovation. Since 2009, I have led acquisition and retention initiatives while working on improving casino engines and promotional back-office systems in collaboration with CPOs and tech teams.My journey began in January 2009 at Betfair, where I worked in customer acquisition for the Betfair Poker Affiliate Program. During this time, I experienced the excitement of Betfair's sponsorship of the World Series of Poker Europe in London as well as Manchester United!I later joined Smart Gaming Group, where I contributed to the launch of the industry’s first Mobile Live Roulette Facebook Game. Following my time at Smart Gaming Group, I joined InterPartners, managing the affiliate program for their flagship InterCasino brand. During my tenure, InterPartners was acquired by Intertain Group. I helped organize InterCasino's 18th Birthday at BAC 2014 and transitioned into a retention-focused role, supporting the CRM team with email campaigns and casino promotions triggered by Optimove.My last role was Head of Product at Enlabs (acquired by Entain in 2021). Together with the CPO and the team we helped to improve our proprietary promotions platform and bonus engine, delivering engaging, entertaining campaigns, all powered by our cutting-edge promotions back-office systemI worked closely with game providers and aggregators to expand our games library, organising exclusive product launches, introducing new game types to our players, managing the casino lobby and lots more. Gambling Industry JobsDuring my time working in iGaming, I realised what a unique industry it is to work in, yet how difficult it could be for talent to get hired if they either did not have experience or did not get noticed during the hiring process. Additionally, I noticed that critical metrics—such as GGR, NGR, and operational factors like bonus costs and wagering requirements—were often not fully understood even though the iGaming industry is fundamentally driven by numbers. This inspired me to create a platform aimed at helping newcomers and professionals looking to advance their careers. My goal is to equip them with the knowledge and tools they need to succeed, improving their chances of securing or progressing in roles within the iGaming industry. I achieve this by speaking with iGaming professionals across various roles to understand their career journeys, gaining insights into how they advanced and succeeded in their fields.
Kristal Ó Gribín's Current Company Details
Kristal Ó Gribín Work Experience Details
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FounderGambling Industry Jobs Jul 2024 - PresentMaltaManaging all aspects of operations, from digital marketing strategy, content creation to forming strategic partnerships and collaborations with HR recruiters in the Gambling Industry. I also connect with job seekers to assist them in finding the right roles.
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Business Development ManagerGambling Industry News May 2024 - PresentMaltaDynamic and results-driven Success Manager specialising in business development within the gambling sector. Expert in understanding clients' unique needs and crafting win-win advertising solutions that drive traffic and enhance their exposure on Gambling Industry News. -
Head Of Casino ProductEntain Jan 2021 - May 2022Marbella, Andalusia, SpainPromoted to Head of Casino (RNG Games), reporting directly to the Chief Product Officer (CPO), with a primary focus on product launches, product innovation, and growth for my key brands; Optibet.ee, Laimz.ee, Optibet.lt and Optibet.com.Key Responsibilities remained pretty much the same as before Entain acquired us however with more focus on product growth and innovation initiatives to drive brand differentiation, focusing on feature enhancements and user engagement. Leading RNG product roadmaps and strategic initiatives, aligning with company growth objectives to enhance product performance across my key brands. -
Casino Marketing & Operations ManagerEnlabs Dec 2019 - Jan 2021Marbella Area, SpainProud to have contributed to the growth of Optibet, the flagship brand of Enlabs, the leading iGaming operator in the Baltics, dominating Latvia, ranking second in Estonia, and establishing itself among the top five operators in Lithuania. During my tenure with the company, Enlabs expanded its portfolio through strategic acquisitions such as Global Gaming (Ninja Casino) in 2020 and Finnplay in 2021 (and others).Key Responsibilities and Achievements:• Revenue & Bonus Performance: Oversaw Casino P&L, bonus performance and management, driving profitability while maintaining customer engagement.• Product Innovation & Promotions: Working closely with the Head of Games to align the product and promotions roadmaps, enhancing product offerings through gamification features, such as exclusive VIP leaderboards. Proposing improvements to the proprietary casino platform and back-office system.• Campaign Management & Coordination: Managed marketing campaigns, ensuring alignment with the product roadmap and timely execution. Collaborated with UX and design teams to deliver impactful landing pages, banners, and promotional assets. Worked closely with Estonian and Lithuanian marketing managers to plan and execute streamer campaigns that elevated brand visibility and engagement as well as to launch a completely NEW brand into the Estonian market - Nutz.ee.• Market Growth & Launches: Spearheaded the growth of Optibet.ee, and successfully launched Optibet.lt into the Lithuanian market together with LT marketing manager and head of Games. Navigated Lithuania's bonus restrictions introduced shortly after our launch.• Team Integration & Process Optimization: Supported the onboarding of the Global Gaming team post-acquisition in 2020, introducing them to Enlabs’ operational processes, including campaign planning, product roadmaps, file management, and design workflows.• Managing a small team of 2 yet successfully delivering and achieving all our tasks within the timelines provided. -
Digital Marketing ConsultantDigital Destiny Marketing May 2018 - Jan 2021MaltaDigital Marketer with over 10 years experience in all aspects of online marketing, I have worked in the highly competitive Igaming industry since 2009 starting off in customer acquisition and later moving into retention marketing. I am data driven, with a proven track record of over achieving my targets. In my last role I managed in-house campaigns from conception to completion - delivering record company highs in terms of revenue. I am recently certified in Google's Digital Marketing Fundamentals and Google Tag Manager Fundamentals. • Marketing Research - Competitors, PESTEL, SWOT, Customers• Marketing Strategy & Planning - Objectives, Goals, Targets, Budgets • Performance Marketing - Affiliates & Partnerships Program Management • Lead Generation - Content & Interactive Content (Quizzes, Calculators), Forms, Landing Pages• Web Analytics - Google Analytics & Google Tag Manager Certified (also Crazy Egg & Hotjar) • Conversion Rate Optimisation - Email & Landing Page A/B Testing • Retention Marketing - email marketing, content marketing, referral marketing• Product Launches - Multi-channel campaign concepts, to delivery and analysis• SEM - Google Ads Search & Display advertising, Facebook Advertising, LinkedIn Advertising -
Marketing SpecialistDigital Destiny Marketing Mar 2013 - Dec 2019Malta
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Casino Marketing ManagerLifland Gaming Group Apr 2016 - Apr 2018MaltaThis was a very exciting and versatile role whereby I was responsible for the growth of the Estonian online casino brand. In this role I achieved an ‘all-time high’ in terms of revenue. In my 2 years there, I helped increase the revenue by 27% in my first year and 131% in my second year, with very little marketing budget and resources but lots of creativity.• Daily monitoring of Casino P&L and KPIs and taking immediate action when necessary.• Collaborated with game providers to expand the portfolio, negotiate contracts, and launch new games, including exclusives, supported by multi-channel promotions.• Networking at Conferences & Events. • Developed and executed strategic casino promotion plans, analyzing performance to optimize results.• Delivered engaging marketing campaigns through landing pages, and email, driving significant revenue growth via Optimove.• Working closely with the VIP team to run enticing offers for VIP players.• Updating our casino terms & conditions on site and in emails to minimize opportunities for abuse and mitigate risk. • Working with our UX Team and customer support to listen to feedback and therefore improve our experience on site.• Working closely with customer support ensuring they are trained on the product and can deal with customer queries efficiently. Handling any escalated queries from the Customer Support Team which involved the technical team, compliance or external game providers.• Collaborated with head of affiliates and social media marketing manager so that casino campaigns and content are seamlessly pushed out on all platforms.• Competitor analysis• Provided detailed performance updates to management during weekly and monthly reviews.
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Affiliate Marketing ManagerWagerlogic - An Amaya Gaming Company Oct 2013 - Oct 2014MaltaAffiliate/Partnership Manager for InterPartners | InterCasino, InterPoker, VIP Casino brands. InterCasino being one of the first online casinos to accept a genuine money wager in 1996. In 2014 Intertain Group acquired InterPartners. I worked closely with Tony Simouni, an ex-William Hill professional, and his team to ensure a smooth transition of the affiliate program. Subsequently, I was moved to the retention team, where I contributed to CRM tasks and the integration of Optimove with our casino engine. Shortly after, I was invited to join the VIP team, but I had to step away due to personal issues.Key responsibilities at InterPartners:• Increasing new revenue & new customers month on month through maintaining key existing relationships with affiliates and running affiliate specific promotions.• Running co-branded player promotions with select affiliates as a means of providing extra value to the affiliate without increasing their commission. • Recruiting new affiliates by searching for them on Google, GPWA and negotiating deals • Getting recognised as one of the GPWA's "Active Affiliate Managers of the month" month on month from Nov13 to May14 and recruiting 48% of new affiliates through the forum in the process.• Monitoring of daily/monthly analytics such as clicks, CTR, new active depositing players (NADPs), conversion rates, CPA, ARPU and New Revenue + other KPIs • Liaising with third party - income access whenever we had any issues or required additional reporting or functionality from the system.• Briefing in creative team for amazing landing pages, affiliate banners and hero banners for email.• SEO Project – Liaising with SEO consultancy firm Ayima to improve the affiliate program and affiliate links in general from affiliate sites to our website• Keeping abreast of igaming news and our competitors.•Organising InterCasino's epic Birthday Bash at the Barcelona Affiliate Conference and receiving a stellar review from Peter Marcus about this :) .
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Acquisition Manager For Smart Gaming GroupSmart Gaming Group Jun 2012 - Jan 2013London, United KingdomReporting directly to CEO/CPO, I was heavily involved in the launch of the industry’s first Live Roulette Facebook Game, a cross-channel marketing solution that allowed affiliates to promote the game on their Facebook pages using their own branding. This initiative gave affiliates the opportunity to earn commissions from virtual currency sales while driving social engagement. Unfortunately, due to evolving regulations and Facebook policies, the innovative Live Roulette Facebook Game could not be sustained as initially envisioned.https://www.gameon.im/2012/10/smart-gaming-group-gives-affiliates-facebook-roulette-game/Key Responsibilities:Acquired new depositing players through affiliate programs, referrals, PPC, SEO, and blog content initiatives.Released PR articles via agencies to announce product launches and updates, ensuring clear communication with affiliates.Conducted an affiliate commission audit, devising and implementing a targeted, profitable commission plan.Managed a team of two, overseeing affiliate program operations and creating content for affiliate websites.Designed and executed affiliate promotions aligned with company objectives to ensure a cohesive marketing strategy.Led SEO projects, including content writing, link building, and ensuring website updates met Google’s quality standards.Collaborated with PPC agencies to meet customer acquisition, revenue, and cost-efficiency targets.Worked with CEO/SPO on an in-house Facebook Affiliate Program for Live Roulette, enabling affiliates to promote branded games and earn a 25% commission on virtual currency sales.Supported mobile affiliate program launches through app testing, competitor research, and cost analysis.Conducted competitor research to identify opportunities and strengthen mobile offerings.
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Poker Affiliate/Partnerships ManagerBetfair Jan 2009 - May 2012London, United KingdomIn my time at Betfair as a Poker Partnerships Manager I exceeded our Finance team’s ambitious targets for new customers with less budget. This was done through carefully negotiating deals with affiliates which returned a positive payback of 1.3 to 1.5 times (target was 1.3).Key responsibilities:• Up-selling affiliates to top tier segments in accordance with the segment strategy.• Actively searching for affiliates which rank well for relevant keywords and negotiating realistic deals which will benefit both parties (in line with internal payback requirements).• Incorporating advertising deals with existing affiliate performance-based deals to improve ROI.• Working with online media partners launching suitable campaigns to try and maximise conversions as much as possible• Working with Experian Hitwise and Mintel to gather research on the UK poker market. Their reports were used to recruit new potential affiliates.• Developing and implementing affiliate strategy in line with the business long range plan• Campaign management and analysis.• Email and video newsletter, management and analysis - http://bit.ly/1MgiBjW• Attending conferences across Europe to promote the Betfair Poker Affiliate Program as well as attending the Women in Gaming Awards (also got nominated for Affiliate manager of the year in 2011 and 2012 but did not make it to finalists). • Using Betfair assets in exchange for prominent exposure on sites, for example tickets to events of football teams we sponsored such as Manchester United.• Preparing and presenting quarterly reports to the poker stakeholder group.• Liaising with other third-party service agents we used such as Netrefer, Mediaplex, Smartfocus & others• Staying abreast of competition.Hosting players at the World Series of Poker Europe (London) 2010 and participating in the creation of Betfair WSOP Video - http://bit.ly/1HEZk8T -
Senior Accounts AdministratorBlevins Franks Nov 2002 - Sep 2008MaltaSenior Accounts AdministratorReporting to the Financial ControllerAs the main point of contact for over 2,000 clients managing Trusts or Companies, I was responsible for ensuring efficient invoicing and payment collection for Blevins Franks Trustees.Key Responsibilities:• Led a team to issue invoices and collect payments in a timely manner, ensuring accurate records and maintaining strong client relationships.• Liaised with investment houses, such as Lombard, and other banks to resolve payment discrepancies, query missing payments, and request funds to offset fees related to Trust and Company time charges.• Managed projects related to debt collection for Blevins Franks Trustees Company Services, ensuring compliance and efficient resolution of outstanding accounts.
Kristal Ó Gribín Skills
Affiliate Marketing
Online Advertising
Online Gaming
Affiliate Management
Project Management
Gaming
Seo
Online Marketing
Analysis
Web Analytics
Digital Marketing
Email Marketing
Negotiation
Strategic Planning
Gambling
E Commerce
Management
Social Media Marketing
Social Media
Marketing
Marketing Communications
Crm
Gaming Industry
Marketing Strategy
Online Gambling
Marketing Management
Public Relations
Customer Acquisition
Facebook
Copywriting
Google Analytics
Web Marketing
Poker
Mobile Devices
Competitive Analysis
Strategy
Kristal Ó Gribín Education Details
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Chartered Institute Of Marketing ("Cim")Marketing - (Research & Information, Managing Marketing Performance) -
G.F. Abela Junior College - University Of MaltaAccounts & Marketing (A Level), Systems Of Knowledge, Pure Mathematics & English (Intermediary)
Frequently Asked Questions about Kristal Ó Gribín
What company does Kristal Ó Gribín work for?
Kristal Ó Gribín works for Gambling Industry Jobs
What is Kristal Ó Gribín's role at the current company?
Kristal Ó Gribín's current role is Founder | GamblingIndustryJobs.com.
What schools did Kristal Ó Gribín attend?
Kristal Ó Gribín attended Chartered Institute Of Marketing ("cim"), G.f. Abela Junior College - University Of Malta.
What skills is Kristal Ó Gribín known for?
Kristal Ó Gribín has skills like Affiliate Marketing, Online Advertising, Online Gaming, Affiliate Management, Project Management, Gaming, Seo, Online Marketing, Analysis, Web Analytics, Digital Marketing, Email Marketing.
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