The Commercial department is structured respectively by native market teams and regional teams. The regional teams consist of marketing, sportsbook and casino operations. They provide campaigns to create attention to get our customers engaged in our brands. To support the regional commercial teams, we have a central marketing function, with experts for each different marketing channel or area. They are responsible for the governance of the marketing investment centrally, ensuring that most optimal decisions are made in the native markets on a case by case basis.
The Commercial department is responsible for driving commercial value to the group and is responsible for the acquisition of new high-value players, customer activity, revenue generation and profit and loss management of our brands. It also works with competitor insight, our brands’ public relations and social media strategies.
Our central marketing team area is more focused on providing strategic guidance to the regional teams in SEO, VIP, CRM, Social Media and Affiliate operations. We have channel optimisation to support each country team in whatever they invest in, to ensure they have the best marketing mix and the tools to provide the best user experience
In this interview, CCO Ronni Hartvig shares his insights, views, and experience of working at Betsson.