Professional Experience
15 Years of Building What Matters
From SEO specialist to C-level operator. From 10-person teams to 120. From single markets to 20+.
Key Results
Annual acquisition budgets managed
Organic traffic growth in 6 months
Increase in lead conversions
New markets launched at TonyBet
Largest team led (Marketing, Creative, MarTech, CS, Ops)
Regulated markets operated across
Career Timeline
The journey
Building an AI-native operation
Independent · Central Coast, Australia
Building and running a multi-pillar operation — agency work, owned ventures, products — largely solo, on the AI layer. Persistent memory, live integrations, codified workflows, and gated autonomy underneath. Writing about what it takes, in the open.
Travel & Deep Learning
Global · Worldwide
Intentional year for travel, personal development, and going deep on AI. Built an AI-agent product from scratch to learn the architecture hands-on. Explored applied AI in operations and marketing contexts.
Director of Performance Marketing
TonyBet · Multi-Market (Remote)
Launched marketing operations and 360° campaigns across 6 markets: Ireland, Canada, Netherlands, Spain, Latvia, Estonia. TV, sponsorships, SEO, performance marketing — the full spectrum.
Chief Product Officer
Speed Media Group · Malta
CPO of a high-growth iGaming affiliate managing hundreds of sites. Central role in multiple M&A deals — due diligence, integration, portfolio strategy.
Director of Acquisition / Digital Performance
Betsson Group (BETSB:SS) · Malta (Global)
Led digital acquisition across 20+ regulated markets. €100M+ annual budgets. 40+ person team. 180% organic growth. 90% conversion lift. 35% bounce rate reduction. Speaker at SIGMA and MARE BALTICUM Gaming Summit.
Head of SEO
Catena Media (STO: CTM) · Malta
Led SEO operations for a publicly listed iGaming affiliate at a period of significant growth.
SEO Specialist / Senior SEO
888 Holdings (LON: 888) · Israel
Grew within one of Israel's best tech employers. Built the SEO foundation that shaped my approach to organic growth.
Digital Marketing Manager / SEO Consultant
Various (Agency & In-house) · Israel
Started in the trenches. Agency work, in-house consulting, and learning how digital marketing actually works.
Now
Building an AI-native operation, in the open
Fifteen years of finding what's hidden, pointed at the thing I think matters most now: building businesses that actually run on AI, not just use it.
I work for myself now, running my own operation. Alongside it I take on a small number of margin audits, advisory engagements, and talks. For that — or just to compare notes — get in touch.
Speaking: SIGMA Gaming Summit · MARE BALTICUM Gaming Summit · Industry panels on digital acquisition and operational intelligence