Valentina Bagniya

Early Career

Bagniya started her career in fast-moving consumer goods. She worked at Nestlé, British American Tobacco and Olvi in marketing and brand development roles.

After more than a decade in FMCG, she moved to the technology sector. The shift brought responsibility for digital products, B2B communication and marketing in regulated markets.

Joining SOFTSWISS

Bagniya joined SOFTSWISS in September 2020. At that time, the company had strong technical products but lacked a unified marketing structure. There was no internal department responsible for brand communication, analytics or strategic planning.

She was given responsibility for marketing across Western Europe, Latin America and African markets. The task was to build a department that could support international growth.

Within a few years, she created a full-scale marketing division. It includes more than 70 employees across eight countries, working in separate teams for brand marketing, digital campaigns, content production, PR and events, research and analytics, employer branding and special projects.

The department introduced measurable processes, internal reporting and performance indicators. Marketing became involved in budget planning and annual strategic decisions.

Results and Industry Position

SOFTSWISS gained a consistent brand identity and became one of the most visible companies in B2B iGaming media. Brand awareness increased significantly and the company maintained the leading position in industry rankings for several consecutive years.

The number of client contracts and overall profitability rose several times compared to pre-2020 levels. Cooperation with research agency Kantar introduced regular customer satisfaction surveys and independent brand assessments.

The company also received multiple industry awards for marketing campaigns, customer service and innovation. Bagniya herself was recognised among the most influential marketing professionals in the sector and was nominated for Executive of the Year at the Global Gaming Awards in London.

Bagniya regularly represents SOFTSWISS at conferences and forums. She speaks about brand strategy in regulated markets, the use of analytics in decision-making and building cross-border marketing teams inside technology companies.

Education

She holds a Master’s degree in Business Administration and Communication. She later completed an additional programme focused on brand management.