Mark Harkin

Responsible for commercial strategy, GTM, Software MVP build, partnerships, and fundraising.

• Led global marketing and commercial strategy to drive user growth and expansion at BETDAQ.
• Built and scaled cross-functional teams across digital, CRM, and acquisition.
• Oversaw international market entry and GTM strategies tailored to each region.
• Boosted digital marketing ROI through AI and martech innovation.
• Contributed to corporate M&A discussions as part of the senior leadership team.

• Senior leadership team member shaping BETDAQ’s B2C & B2B marketing strategy across Sportsbook & Exchange.
• Led cross-territory marketing teams to deliver unified, high-impact campaigns.
• Built and executed a data-driven, ROI-focused digital strategy centered on personalization and modeling.
• Owned PnL for gaming operations, driving financial performance and profitability.
• Managed multi-million £ marketing budget to maximize impact and efficiency.

• Managed shareholder relations, reporting, and preparation for acquisition alongside investors and prospects.
• Led annual budgeting, forecasting, and financial reporting processes.
• Owned customer lifecycle strategy, tracking KPIs such as retention, CLTV, active days, and ROI.
• Used data modeling and AI to drive retention, upsell, cross-sell, and maximize CLTV.
• Continuously optimized spend and operations through performance forecasting and channel analysis.

• Led CRM and retention strategy across Sportsbook, Casino, and VIP segments.
• Consistently hit CRM KPIs by tracking performance, ROI, and impact through robust reporting.
• Directed use of AI and Machine Learning to optimize campaign performance.

• Delivered strategic targeting focused on incremental sales, profitability, and ROI, with a customer-first, personalized approach.