“As a newer player in the market, we had to build brand recognition from the ground up”

You were recently recognized by iGamingExpress on the list of top marketing professionals in the iGaming industry. How do you feel about this recognition, and what do you think are the key factors behind your success in marketing?

It’s truly an honour to be recognised by iGamingExpress, especially in such a diverse and ever-changing industry with so many revolutionary marketing professionals. I feel it’s important to state that this recognition would not have been possible if I hadn’t been so fortunate to work in such highly-collaborative teams and for such inspiring managers throughout my career. I believe that my success in marketing has come from a deep understanding of the iGaming landscape, my ability to adapt to market shifts, and my keenness to consistently deliver real value through well-thought-out strategic approaches.

I’ve always been vocal about the need to maintain clear and consistent messaging that aligns with our products, services, and the needs of our current and future partners, which enables us to create content that gets the right recognition and traction in a constantly evolving sector.

You transitioned from Gaming Innovation Group (GiG) to Flows in 2022. How did your experience at GiG prepare you for your role at Flows, and what are some of the differences between marketing for these two companies?

At GiG, I was Group Marketing Manager for over three years, driving the strategy for a diverse portfolio, including platform, Sportsbook, media, and brand operations. Marketing for a publicly listed company required balancing traditional strategies with the complexities of investor relations. Working closely with the sales director, I managed a substantial budget, executed digital campaigns, and shaped the marketing message for key events like ICE.

A key highlight was that despite the challenges of the COVID period, we surpassed our targets and exceeded the results of the previous year. I also became confident in crafting winning award entries, a skill I brought to Flows, securing several awards. This role allowed me to collaborate with many talented people who continually challenged me, providing invaluable experience that I brought with me to Flows.

Moving to Flows brought a different set of challenges. As a newer player in the market, we had to build brand recognition from the ground up, crafting the right message and positioning from the start. The start-up environment means working with tighter budgets, which has pushed me to be more strategic in how we allocate resources to ensure the greatest impact. A significant focus has been on educating the industry about what Flows is, its capabilities, and how we can drive immense value for our wide-ranging clientele.

This process started off by creating clear and compelling messages that resonated with the iGaming industry., However, our ability to remain adaptable, as is paramount when it comes to the fast-paced nature of a growing business, has seen us increase our product portfolio, and offer more solutions to differing suppliers and operators than we thought possible when I first joined almost 3 years ago.

At Flows, you are tasked with building and executing a marketing strategy to scale the business. What have been your key priorities so far, and how do you plan to achieve the company’s growth targets?

My key priorities at Flows focus on three pillars: building brand awareness, refining our message, and implementing an event-led content and digital strategy. Establishing brand awareness has been vital, especially as we expand out into a competitive US market. I’ve worked hard to deliver messaging around Flows’ uniqueness and the value we can bring to our partners.

Attendance at key events and conferences is also becoming central to our strategy, providing our Team with more opportunities to showcase our solutions and connect with industry leaders. I’m also ramping up our digital efforts, including thought leadership, SEO, and social media, to ensure we maintain a strong online presence. Together, I believe these initiatives will drive interest, enhance understanding of our platform, and generate quality leads to support commercial growth.

Flows is known for its no-code automation platform, a unique product in the market. How do you approach marketing for such an innovative solution, and what messaging do you focus on to differentiate Flows from competitors?

One of our main challenges is helping the industry understand what Flows is, what it can do, and its full potential. Once customers get to grips with it and start using it regularly, the feedback we receive has been highly positive. As Flows capabilities are wide-reaching and often considered endless there has been some confusion with how people define our product. For example, we still get some people thinking Flows is a CRM solution.t’s not however it can be used as a CRM solution or to enhance and complement your existing CRM solution and create solutions to limitations with some of the key products out in the market.

Flows can integrate seamlessly into existing tech stacks, and act as an aggregator for multiple data-sources or third-party applications. This significantly improves speed to market and reduces developmental costs, allowing businesses to build smarter and faster, simplify product creation, and streamline operations in real-time. The flexibility that the Flows platform provides enables companies to grow without limitations, and achieve continuous innovation through our automated solutions.
From a marketing perspective, our message centres on three key pillars: integrate, innovate, and accelerate.

We convey this through our website, sales materials, editorial, and campaigns. Our goal is to convince the market that with Flows, operators can truly transform their operations and accelerate growth.

Content marketing and SEO are areas you’ve been heavily involved in. What role do these elements play in Flows’ overall marketing strategy, and how do you ensure that your content is both engaging and effective?

Content marketing and SEO are central to building awareness and educating the industry about Flows. Thought leadership articles with industry media are especially important for sharing our expertise, alongside case studies and use cases through our blog. Despite not being trained as an SEO expert, I’m proud of the achievements myself and the rest of the team have made in this area, achieving strong rankings for key industry terms, which has helped us reach many more potential partners, increase our inbound leads, and establish credibility. Our goal is to take this further with a new website launch pending that I’ve been heavily involved with. Stay tuned, it’s going to include a full brand refresh and more targeted and updated messaging.

Events and conferences are key parts of iGaming marketing. How do you leverage these opportunities to strengthen Flows’ brand presence and build connections in the industry?

Industry events are important for us, and we make sure to attend all the key events, but always with a strategic approach. Some are focused on sales, while others include our Client Success Team and Technical Leads to engage with partners directly and give the industry and opportunity to hear from our in-house experts themselves. We plan well in advance and support our presence with campaigns and promotions to maximise our impact. While we’re still a small company, this approach helps us make the most of these opportunities, building relationships and reinforcing our brand in the market, so you can expect a lot more of that in 2025 and beyond.