Roxana, you have an extensive track record with some of the industry’s most prominent brands. What drew you to GameOn’s Fractional CMO division, and why was now the right time to join the team?
I’ve long admired GameOn’s reputation for results-driven PR and marketing, and wanted to contribute to the incredible momentum driving the company forward. I’m joining the team at a pivotal moment when the demand for high-level strategy and campaign deployment is at an all-time high in the global iGaming industry. The market is more competitive than ever, and operators, suppliers, affiliates, payment providers and other stakeholders must do all they can to ensure they are being heard above the noise of their competition. That, combined with the opportunity to work alongside Alex Wilson and the rest of the Fractional CMO team, and within the highly collaborative culture they have created, was one that I simply had to take.
Your experience includes names like Las Vegas Sands and Pragmatic Play. How do you take the lessons learned at that enterprise level and apply them to the more agile startups and growth-phase companies GameOn supports?
My experience allows me to use the playbooks of the industry giants to help smaller businesses and brands scale without the usual growing pains. Of course, Fractional CMO also supports industry power players and everyone in-between. Regardless of the client, we are revenue focused and help clients move beyond marketing as support and reposition it as a revenue engine. Finally, my experience allows me to bring a high level of accountability and executive experience to clients that have perhaps not had access to it prior to working with GameOn’s Fractional CMO.
In your view, what’s the biggest marketing challenge currently facing iGaming stakeholders, be they operators, studios, payment providers or any other stakeholder, and how does the fractional model solve it?
Our clients have often encountered the difficulty of scaling in fragmented markets but find that the fractional model provides them with the ability and agility to pivot quickly. We also bridge the gap between high-level brand strategy and the hands-on implementation needed to turn strong ideas into real business results. Acting as an on-demand extension of the team, we step in where and when it’s needed, bringing both a strategic perspective and boots-on-the-ground execution to move initiatives forward.
Finally, the fractional model provides businesses – whether they be start-ups, mid-stage or established, with board-level leadership without the overhead of a full-time executive.
You’ve mentioned that your focus is on driving meaningful growth. What does that look like in practice for a GameOn client working with a Fractional CMO?
We see growth as holistic – so not just looking at vanity metrics but rather ensuring that marketing efforts align with the client’s wider business goals. This includes providing the marketing agility required to enter new markets with a clear, localised strategy and proactive deployment from day one. We help clients approach expansion with clarity and precision, defining the right positioning for each market, adapting messaging to local audiences, and identifying the most effective channels from the outset.
Acting as both strategic leads and execution partners, we ensure that market entry isn’t left at the planning stage. From go-to-market strategy to hands-on rollout, we support teams on the ground to test, iterate, and refine in real time.
Through continuous evolution, we then ensure that marketing leadership evolves as the company grows, providing exactly what they need at each stage without ever over or under-spending on marketing.
As you settle into this role, what are you most excited to tackle first within GameOn’s Fractional CMO Division?
I want to make an immediate impact and help our current clients navigate their specific growth hurdles with fresh strategic eyes. I’m also excited to maximise team synergy by integrating my expertise with GameOn’s established PR and marketing divisions. Through the partnership with GameOn, I have the opportunity to bring the branding and product marketing strengths of my creative agency, Orange Synapse, to GameOn’s roster of clients.
This opens the door to a more integrated way of working, where PR, marketing, branding, and product storytelling come together to better support clients as they grow. By combining these capabilities, we can offer a wider range of creative and strategic services that help brands position themselves more clearly, communicate more effectively, and scale with greater consistency.
There’s a lot I am looking forward to learning from the existing team, too. Looking ahead, I’m excited to be playing my part in building the fractional model into an industry standard for smart, efficient business and brand scaling.
