Selected work
Each of these became the flagship of its group.
One case per C-level role. Casino.org grown from an established flagship to a different scale, a brand built from nothing that became the reason its group sold, and a multi-market property taken to iGaming.com's single biggest profit contributor.
Taking an established flagship and finding the growth still left in it.
casino.org · 2023 and now
Double-digit
sustained revenue and EBITDA growth, three years running
100+ markets
opened by productionising international content, before AI made it cheap
Full rebuild
leadership team and the teams beneath it, replaced
Situation
Casino.org was already one of the niche's flagships when I took it on, but I could see a lot of unrealised revenue in it, and the E-E-A-T and technical SEO foundations were in poor shape.
What I did
We fixed the foundations fast, then did the thing that mattered most: productionised international content creation into a machine that could credibly cover more than a hundred markets, before AI made that cheap. Alongside it, a relentless focus on the product itself, on the view that a genuinely useful product becomes the durable moat in this niche.
Result
Sustained double-digit revenue and EBITDA growth over three years, with the leadership team and the teams beneath it fully rebuilt. It contributed materially to Legend's acquisition by Genius Sports.
What it showed
The same discipline works on a large, mature asset: find the real constraint, fix it, and build the capability that compounds.
A business built from a blank page into the group's flagship, and the reason it sold.
time2play.com · 2021 and 2022
0 → 50+
FTEs across every function, in about 18 months
4x+
the closest competitor's link value, from digital PR alone
€35M
group sale to GiG, with Time2play as the flagship
Situation
KaFe Rocks had a portfolio of small sites and no flagship. The group and I agreed the niche's future was big destination brands, so I was given investment and a mandate to build one as a business within the business, run separately, reporting to the group chairman, with external investment raised.
What I did
We launched on a single homepage in April 2021 and built out a full brand and every function needed to stand alone. Two bets set it apart: the Time2play Score, a single rating that blended industry, expert and user scores, and a serious digital-PR practice I led personally and established as a discipline, on the thesis that high-authority links would compound into an advantage.
Result
It grew fast into the group flagship, with ten consecutive months of double-digit growth, and the group renamed to Time2play Media around its €35M sale to GiG. I hired the entire leadership team and most of the org; more than fifteen of them followed me to my next role.
What it showed
Given a real founder mandate, I can take a business from a blank page to a sale, and build a team good enough to keep.
Turning a local site into a multi-market property, and the group's biggest profit contributor.
onlinecasinosdeutschland.com · 2016 and 2020
Revenue 2x+
for the property, in about two years
4 markets
Germany, Spain, Italy and the UK, one template linked with hreflang
#1
single biggest contributor to iGaming.com's profitability
Situation
When I became COO of a roughly 30-person business, our German casino site was a modest local property. I was convinced the model could scale across markets.
What I did
We built it into one template deployed as localised per-country sites, Germany, Spain, Italy and the UK, linked with hreflang and heavily localised in design and content. I reinvented our outreach and link building, using regional tiering, pushed topical content coverage further than the niche was doing it, and lifted the technical SEO and content quality across all of it. This was my hands-on flagship as COO.
Result
Revenue from the property more than doubled for the group in about two years, and it became by far the single biggest contributor to iGaming.com's profitability.
What it showed
Depth in one property, done to a standard no competitor matched, beat spreading the same effort thin across a portfolio.
Different situations, one pattern: step in, focus the effort, and make the number move, repeatedly.