Bet Like A Lady

Valentina Diaco: “You should be whatever you want to be”

Meet Valentina Diaco, a marketing pro with over ten years in the iGaming world. Now, she's an AI-focused Marketing Advisor, driving innovative strategies and building strong affiliate partnerships

About: Valentina Diaco is a seasoned marketing executive with over a decade of experience in senior leadership roles. She is known for her results-oriented approach, excellent people skills, and proficiency in developing and implementing comprehensive marketing strategies. Valentina has a proven track record of leading cross-functional teams and leveraging data-driven insights to optimize campaigns and improve customer journeys.

During her last work experience, as Marketing Director, Valentina managed global profit and loss, driving revenue growth and market expansion for prominent casino brands. Her expertise in enhancing conversion rates and establishing robust Martech and Adtech infrastructures has consistently delivered optimized campaigns and improved ROI.

Currently, as an iGaming Marketing Advisor and independent consultant, Valentina specializes in AI integration to boost business efficiency and productivity. She crafts and executes AI-driven strategies, conducts thorough business audits, and develops innovative solutions for maximum ROI.

Valentina is committed to building strong affiliate partnerships and guiding clients through emerging technologies and digital trends with the ultimate goal to increase ROI and profit. Previously, as Growth Marketing Lead and Global Media Strategy Manager at Casumo, she expanded marketing activities across eight markets and managed substantial budgets.

Valentina Diaco’s extensive experience, strategic vision, and commitment to excellence make her a standout leader in the marketing industry.

What initially sparked your interest in starting a career in Igaming/ Sports Betting?

Valentina: My interest in iGaming and sports betting was sparked by fun family traditions and experiences. Growing up in Calabria at our villa, the late afternoons were filled with lively poker games with my grandparents and aunties, where I learned a few tricks. Additionally, Saturday evenings were special events in our household, with the entire family gathering to watch football matches, particularly the intense Napoli vs. Juventus games because our family was split into two big groups of different supporters. We would all place bets on the outcomes, and the pizza for the next time was on the loser! These early social experiences always made me interested in knowing more.

When I started my career at one of the biggest media agencies in Italy, MEDIACOM, I was involved in several pitches for the iGaming industry. After dealing with big brands such as Fox International Channels, PlayStation, Vodafone, and Warner Bros, I jumped into iGaming. My first experience wasn’t great, to be honest, to the point that I spent two years doing something else before re-entering the industry thanks to Casumo in 2016 until 2020. Following this, I was Marketing Director at CasinoFriday.com, joining early on as the 12th employee and contributing to its successful launch. I did the same for Kannuna.com Now, after 17 years of total experience, I run my own business, offering consultancy and strategic support to affiliates, brands, and partners in the iGaming industry.

Reflecting on your journey thus far, what achievements or milestones are you most proud of, and why?

Valentina: One of the achievements I am most proud of is mentoring and developing a high-performing marketing team while contributing to the successful launch of a high-performing casino.

By guiding country managers, affiliates managers, and external partners on how to best set up solid marketing strategy, we ensured that branding activities on social media, remarketing, and analytics were in place from day one. This strategic approach not only assisted conversions but also organically incentivized affiliates to promote our brand more actively. Our efforts led to remarkable results, achieving 30% marketing spend on NGR (Net Gaming Revenue) in the first year of operations. Seeing my team succeed and knowing that I played a role in both their professional development and the casino’s success is incredibly rewarding. It underscores the importance of leadership, mentorship, and a strategic approach to marketing in achieving long-term success in the iGaming industry.

What are your top recommendations for individuals aspiring to pursue a career in the iGaming / Sports Betting industry?

Valentina: Firstly, stay curious and continuously seek knowledge. The iGaming industry is rapidly evolving, so it’s crucial to keep up with the latest trends and technologies. Secondly, build a strong network. Connecting with professionals in the industry can open doors to new opportunities and provide valuable insights. Lastly, don’t shy away from taking risks and embracing innovation. The most successful projects often come from bold ideas and a willingness to step out of your comfort zone. People coming from outside the industry can offer a different and very compelling perspective.

One of Betting Ladies’ past interviewees expressed her dislike for the term “a men’s world” when describing society. Do you believe this perception still holds true?

Valentina: Maybe, but things are changing. Women are increasingly taking on leadership roles and driving innovation in the field. It’s important to continue advocating for equal opportunities and fostering an environment where everyone, regardless of gender, can thrive and contribute to the industry’s success. It should be a world for everyone, without any gender differentiation.

What do you think is missing in the Igaming and sports betting industry today? Where do you see the biggest gaps?

Valentina: Two key areas needing improvement in the iGaming and sports betting industry are data hygiene and a customer-centric approach.

Data Hygiene: Many companies struggle with maintaining accurate data, leading to poor insights and strategies. Investing in robust data management systems and regular audits can improve data quality, leading to better decision-making and optimized operations.

Customer-Centric Approach: There’s often a gap between customer expectations and delivery. A true customer-centric approach involves understanding preferences and pain points, leveraging data for personalization, and offering tailored promotions and support to enhance satisfaction and loyalty.

In summary, improving data hygiene and adopting a customer-centric approach is crucial for operational efficiency and superior customer experiences in the iGaming and sports betting industry.

What is your betting/gambling style? Do you have a strategy that you follow? And what betting tips do you have for those who are starting out?

Valentina: I am usually a patient person, and my gambling style reflects that. Unless I have my ‘crazy time’—everyone has one—where I bet heavily, but this happens once in a blue moon. Typically, I have a balanced approach. For those just starting, my advice is to track your bets and learn from your mistakes. Setting a limit on time and money spent will help you maintain control and enjoy betting as a recreational activity.

Looking ahead, what excites you the most about the future of sports betting and iGaming?

Valentina: The future of sports betting and iGaming is incredibly exciting due to the advancements in technology. Innovations like virtual reality, augmented reality, and blockchain are set to transform the user experience, making it more immersive and secure. The increasing use of AI to personalize and enhance the gaming experience also holds great potential. I am particularly excited about the growing focus on responsible gambling and the industry’s efforts to create a safer and more enjoyable environment for all players.

What do women want (in sports betting and/or iGaming)?

Valentina: So to answer this question, I was inspired by my daughter’s wisdom. Chloe, eight years old, who a couple of days ago asked me, Mom, if a woman wants to become a priest, why shouldn’t she? So my message to the industry is simple and clear. We want to create spaces where everyone, regardless of gender, feels empowered to be anything they want. Be a CEO, a CMO, a football player, or a passionate gamer.

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