Bethani White

Company Overview: BetMakers Technology Group is a leading international provider of advanced wagering technology, data, content and service solutions. They are headquartered in Melbourne, Australia.

• Led the go-to-market (GTM) strategy for the company’s first B2C and US launch in a B2B-focused organization
• Defined product requirements, established communication frameworks, and created email templates to ensure a seamless launch
• Developed detailed reporting and performance insights for senior stakeholders, ensuring data-driven decision-making throughout the process
• Devised content strategy to effectively engage target audiences.
• Pioneered customer lifecycle mapping and branding initiatives, laying the groundwork for future growth
• Managed diverse tasks, from email marketing campaigns and street team coordination to budget oversight and rigorous QA testing
• Analyzed customer feedback to identify areas for improvement
• Successfully launched a digital app, overcoming regulatory challenges to achieve a key business milestone

Company Overview: TwinSpires.com, a Churchill Downs Inc. subsidiary based in Louisville, KY, is a leading online horse racing wagering platform in the United States, known for its substantial market share and profitability.

• Founded and led Voice of Customer (VoC) program achieving 35% engagement rate across user segments
• Implemented Qualtrics XM platform to measure satisfaction and create data-driven retention strategies based on customer insights and behavioral analytics
• Developed and managed beta user program to gather actionable feedback for product improvements
• Led customer retention initiatives during platform migrations, maintaining high customer satisfaction
• Worked collaboratively with developers, senior-level stakeholders and partners to collect data on deficiencies and provide solutions to long-standing issues.
• Managed implementation of Braze and Tealium, enabling sophisticated personalization for users

• Transformed CRM strategy to focus on customer lifecycle and retention marketing
• Implemented segmentation strategies that increased customer lifetime value across key segments
• Designed and executed retention-focused promotional campaigns resulting in record-breaking revenue
• Created external partnership program focused on long-term customer engagement and retention
• Established retention metrics and regularly presented marketing insights and recommendations to executive leadership, ensuring alignment with overall business objectives.
• Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
• Managed annual marketing budget in excess of $10M

• Managed comprehensive loyalty program across multiple business units
• Increased email engagement by 40% through strategic A/B testing and content optimization
• Developed VIP retention programs including exclusive Kentucky Derby pre-sale access
• Created customer journey mapping to identify and optimize retention touchpoints
• Implemented loyalty reporting suite to track customer engagement and retention metrics
• Negotiated with vendors and service providers, securing favorable terms for direct marketing initiatives