By Tatiana Martins, journalist at G&M News.
How would you describe yourself as a professional working at Optimove? What qualities do your friends and family mention about you?
Professionally, I’m often described as mission driven and results oriented. I take full ownership of what I do and aim for precision, even in the smallest detail. I’m passionate about execution and always looking for new ideas or projects that challenge the status quo and lead to better results. Helping my team grow and perform at our best is what motivates me the most. If you ask my friends and family, they’d probably say I’m energetic, committed, and always on the move.
As a CRM Marketing SaaS provider, what is your analysis of the role of women in the iGaming industry?
While the iGaming industry is still largely male dominated, we’re seeing more and more women take the lead in CRM and retention roles, especially across EMEA and the U.S. Many are leading high-performing teams, driving ambitious strategies, and redefining what marketing excellence looks like in this space. It’s a trend that mirrors what we’ve seen in other industries, where marketing roles often have strong female representation. As iGaming continues to evolve, there’s no reason it should be any different here.
What do women bring to the iGaming sector in the CRM Marketing area?
Women bring a powerful mix of empathy, strategic thinking, and attention to detail, all incredibly valuable assets in CRM marketing. In my experience, the women leading in this industry are sharp, organized, and consistently present ambitious, innovative plans to the table. One standout example is Denise Coates, founder and CEO of Bet365. Her vision and leadership transformed the company into one of the world’s top online gambling brands. She is a clear reminder of the impact women can have at the highest levels of this industry.
How do you balance your personal life and your professional responsibilities?
For me, balancing personal life and professional responsibilities starts with having a great partner. Together, shoulder to shoulder, we navigate our careers side by side while raising our three children. I try to be intentional with my time and make the most of every hour, whether I’m focused on work, with my family, or taking a moment for myself. It’s not always easy, but I genuinely enjoy all of it.
What is your view on responsible gaming within the sector?
Responsible gaming is essential to the long-term health of the iGaming industry; it’s more than compliance. It is about doing what is right for the players. In this sense, I can affirm responsible gaming is fundamental to the future of iGaming. It is not just about meeting regulations but about protecting players and earning their trust. CRM marketers have a unique responsibility here. We are often the ones shaping how and when players are engaged. That means using data carefully, recognizing when behavior might be a sign of risk, and knowing when not to send a message. It is a balance between encouraging engagement and protecting well-being. Getting that balance right is not simply good practice; it is good business.