“Our success in expanding into Latin America comes down to our incredible team”

You were recently recognized by iGamingExpress as one of the top marketing professionals in the iGaming industry. How do you feel about this recognition?

It feels fantastic to have my work at Fast Track recognised by iGamingExpress! For me personally, transitioning to the iGaming space two years ago has been nothing short of a rewarding journey.

I’m proud of how our team has come together to carve out a unique identity and challenge the norms in B2B marketing. We’re always working hard on our branding and marketing strategies, and it’s nice to see that effort paying off. It inspires us to keep pushing forward and finding new ways to make B2B marketing more engaging, less boring, and truly unique.

Joining Fast Track as CMO in 2022, you’ve been involved in expanding the company’s presence in emerging markets like Latin America. What strategies have been the most successful in positioning Fast Track as a leader in these regions?

Our success in expanding into Latin America really comes down to our incredible team. Local knowledge has been a game-changer for us. Localisation is key; not just translating content but truly grasping the cultural nuances. Each market has its own unique challenges, so we tailor our messaging accordingly. For instance, in the US, we emphasise educating the market about CRM in the context of player engagement rather than the traditional B2C approach.

We also focus on making our product easily adaptable, ensuring it meets the specific needs of these markets. Consistent branding and purpose-driven initiatives have helped us earn trust and establish credibility. At the end of the day, it’s all about building meaningful connections and showing that Fast Track is a trusted leader and a reliable partner.

Fast Track is known for its highly customizable CRM platform. How do you ensure that the platform stays relevant and flexible for operators across different markets with varying regulatory requirements?

The key is to recognise that not every market or operator faces the same challenges. We prioritize problem-solving and focus on adding real value for our partners by really making an effort to understand their specific needs.

One of the key ways we do this is through our innovative “pathway” approach. We are essentially taking every single partner on a journey to escape from time-consuming tasks, automate as much as possible, and free up time for strategic thinking and scaling.

We’re also fully embracing technology as a company, with a major focus on AI. To stay true to our mission of digitalising the iGaming industry, we are excited to be developing the first self-learning platform that adapts to user needs over time and delivers truly 1:1 experiences.

And there’s more on the horizon. Watch for our upcoming feature, Rewards, the first AI-ready promotional ecosystem set to change everything casino teams know about player loyalty, gamification, and much more.

With Latin America becoming a significant focus for Fast Track, what excites you the most about the potential growth in this region?

What excites me most is deeply personal. I grew up in Latin America, so I’m very familiar with the cultural nuances that shape the region. I understand just how significant this market is and how ingrained gambling and betting are in the local culture; it’s truly part of our DNA.

The potential here is enormous. Peru has already established itself as a successfully regulated market, setting a strong precedent for others in the region. Now, with Brazil moving towards regulation, we’re witnessing an exciting new phase of maturity and consolidation. This evolution presents a unique opportunity for us to connect with operators and players in ways that resonate with their experiences and values.

I believe that as we navigate this growth together, we can create meaningful solutions that not only meet market demands but also enhance the gaming experience for players throughout the region.

You have a background in business growth and development. How have your previous experiences in leadership roles shaped your approach to marketing and strategy at Fast Track?

One of the most important lessons I’ve learned is the necessity of bringing marketing and commercial teams closer together. By talking to each other, sharing knowledge, and truly understanding the value we bring to our clients, we can develop cohesive strategies that drive long-term growth. Brand building will always take priority over short-term activation, as we guide ourselves by the latest advertising studies and research.

Leading international teams have also taught me the importance of adopting best practices from various industries. This broader perspective helps me maintain a big-picture view, allowing us to focus on high-impact initiatives while avoiding time-consuming activities that offer minimal results. The marketing B2B space in iGaming is ultra-saturated, with companies of different sizes all fighting for attention. The key here is to have strong values and principles that guide what the company does.

While Fast Track is dedicated to solving problems within the iGaming sector, we are fundamentally a technology company. This identity empowers us to innovate and adapt quickly in a rapidly evolving landscape without compromising on our methods and how we differentiate ourselves.