The Collective consists of highly qualified and motivated iGaming professionals, who are all experts in their field. With many years of experience in the industry and beyond, they have the expertise to provide comprehensive, first-rate services to our clients.


Martin’s career has spanned 25 years, the majority of which were spent in and running some of London’s most famous strategic and creative agencies. In that time, he has created business strategies to help build and grow multiple blue-chip and start-up brands in sectors including telecommunications, Financial Services, CPG and Automotive. He has also opened up and grown new offices in New York and Dubai.

His love for iGaming began at Stars Group (Flutter International) where he was responsible for strategic brand and marketing with key remits including the strategic re-branding of PokerStars globally, the re-positioning of its casino offering and the building of a new Marketing Centre of Excellence in Leeds.

As Chief Marketing Officer and then CEO of GOAT Interactive, Martin led the strategy in driving Premier Bet to be Africa’s number one iGaming brand.


James began his career at GE Capital in commercial and operational roles across the UK and the US. Later as Commercial Director in the UK, James managed the P&Ls for a number of co-branded retail finance portfolios before moving into the world of Fintech at Seqr a Swedish mobile payments start up. 

Following 20+ years in Financial Services, Payments and Fintech, James joined the iGaming industry with The Stars Group in 2018, initially as Commercial Director before going on to lead Marketing Delivery globally - executing group marketing strategy in 100+ countries, 30+ languages and under 20+ gaming license regimes. James was a founding member of the GOAT Interactive business and executive team, joining the business as Chief Operating Officer in September 2020 where he was responsible for all online field operations including Online Country Management, Customer Services, VIP Management, Payments Business Development and Offline Affiliates.


Sam has spent his entire career to date in the iGaming industry, primarily focused on Lean Product Management. Starting at bet365 before spells as Head of Product with Sky Bet, Product Director at PokerStars & most recently as Chief Customer Officer at Premier Bet, Sam has helped deliver market-leading customer experiences across the globe including UK & Ire, Australia, Europe, South America & Africa. 

Throughout his career, Sam has managed Agile Product teams from Sports, Gaming, Marketing Technology and Core Services verticals. His expertise ranges from helping define Product Vision & Strategy, setting Customer Outcomes & Key Results, and helping teams build & manage Product Roadmaps. Sam also has experience running Product Innovation initiatives, helping teams to solve customer problems through creative, lean thinking. 


Jonathan’s career has been spent solely in iGaming and exclusively within Performance Marketing. Jonathan started as an affiliate manager at Ladbrokes before joining PokerStars in 2013 where he progressed from Mobile & Display Manager through to Associate Director, AdTech Operations. Jonathan joined Goat Interactive as VP, Performance Marketing in 2021. 

Jonathan is an experienced iGaming leader and creator of performance marketing functions and is proficient in both media deployment and full adTech stack procurement (including commercial negotiations) and configuration. His skill set spans all performance marketing disciplines including display, programmatic, affiliates, paid social, paid & organic search (including ASO) and adtech.



Matt has spent the last 10 years of his career in iGaming, with a focus on acquisition and affiliate marketing. For the majority of that time, Matt worked at Sky Betting and Gaming, one of the UK’s leading operators, holding a range of roles including Head of Affiliates and Acquisition Manager.

During his career, Matt has specialised in delivering high-volume, cost-effective affiliate marketing strategies for his employers, utilising a wide network of contacts from across the affiliate industry. Matt has also placed a strong emphasis on raising compliance standards during that time, having contributed to the IGRG industry code for socially responsible advertising, while also implementing a range of improvements to Sky Betting and Gaming’s approach to regulating performance marketing.

Away from affiliate marketing, Matt is highly experienced in new customer marketing strategies, including effective welcome bonusing, onboarding journey improvements, CRM planning and bonus abuse prevention.


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