Better commercial decisions in wagering and racing.
I help operators, racing bodies, technology businesses and investors grow margin, sharpen trading strategy and understand their customers. Advice from someone who has run the book, not just reviewed it.
PreviouslyTen years at Sky Betting & Gaming and Sportsbet, both part of Flutter Entertainment. Most recently General Manager, Trading – Racing at Sportsbet.
The questions I'm brought in to answer
Our margin has drifted for a year. Where is it going and what do we change?
I trace margin through pricing, risk, product mix and promotional spend to find where it is actually leaking, then set out the changes in order of value.
How should our pricing and risk strategy flex by market, event and customer?
Dynamic trading strategy, not just plugging leaks: where to be sharp and where to hold margin, how to price and manage different customers, and how those settings should move as the market changes.
Which customers and products actually make us money, and where should we invest?
Customer and product economics, segment by segment, so promotional and product investment goes where it earns a return.
How do we grow wagering revenue and improve returns from our racing product?
Working across the levers that move wagering on racing: wagering economics and fees, scheduling and field quality, content and distribution, customer proposition, and acquisition and retention.
Is this deal worth doing, and how should it be structured?
Independent modelling and structuring for partnership, rights and supplier deals, grounded in the competitive and regulatory landscape behind them.
Three areas, one commercial view
Commercial
- Dynamic trading, pricing and risk strategy that grows margin
- Commercial performance and promotional effectiveness
- Structuring and modelling partnership, rights and supplier deals
Customer value
- Understanding and shifting customer behaviour
- Product mix and segmentation that improve customer economics
- More effective promotional investment
Market and operating model
- The competitor, regulatory and supplier landscape
- Competitive positioning and strategy
- Trading and commercial structures that hold up at scale
Background
Ten years running the numbers, not just reading them.
Current, hands-on experience of how pricing, margin and trading work inside a major operator.
I'm a senior wagering executive with a career across the UK and Australia, at Sky Betting & Gaming and Sportsbet, both part of Flutter Entertainment.
Most recently I was General Manager, Trading – Racing at Sportsbet, accountable for the performance of a billion-dollar racing division. I sat on the executive forum overseeing business performance and led a team of up to 35.
I led change across trading, product, technology, finance and risk, delivering over 300 bps of sustained margin improvement and around $10m in annual value. I set the commercial direction for major content, streaming and technology partnerships, and led the direction of risk capability later adopted as standard across Flutter.
I now work independently, bringing that operator view to the decisions in front of your business.
Shaped around the problem
Ongoing counsel
A trusted commercial voice for a CEO, board or leadership team, on call for the decisions that carry the most risk.
A defined piece of work
A specific commercial challenge or problem. I can help shape the brief, diagnose what is really going on and take it through to recommendations you can act on.
Senior leadership, part time
Experienced commercial leadership for businesses that need it without a full-time hire.
Tell me about the decision in front of you.
A short note is plenty. I read every enquiry myself and reply directly.