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People stories

Meet Steve Birch, CCCO

Steve Birch Cover Image

We caught up with Steve Birch to find out more about his career at SBG.

Tell us about your career so far at sky betting & gaming

I’ve been lucky enough to spend the last 13 years at SBG, having started as an Insight Analyst in the Marketing Department. I spent 7 years doing various data roles and in 2014 moved to lead the Marketing Team for the Bet Tribe. I had fantastic years helping develop the Bet Marketing Team and grow Sky Bet.

In 2018 I became Managing Director of Sky Bet and had a great couple of years leading the Bet Tribe, it was brilliant seeing the progress we made on continuing the market share growth and in particular really step changing our In-Play customer experience.

2020 was a monumental year for SBG with the Flutter takeover, and in September I was privileged to become CEO for Sky Betting and Gaming as we move into our latest chapter as a key part of the Flutter group.


What's the best career advice you’ve ever received?

It’s a bit of a cliché but think and operate like you’re in your bosses’ job. It does help give a different perspective and way to think about challenges!

Tell us about your greatest career achievement

I am privileged to have had the career I have to date, and it’s really hard to pick one highlight out, there have been lots of marketing campaigns or customer improvements I am proud to have been involved in. That said my greatest achievements have been in building high performing teams. It’s fantastic to get a team to be high performing and to see both the quality of work that produces but also the enjoyment that is created from people working together.

What are you most passionate about from a people (or product) perspective?

I love seeing cross functional groups of people come together to solve common problems. It’s always incredible how much better the solutions or plans are when you have a really clear target to hit or problem to solve and the people tackling it have a diverse background in the business but embrace working together to get to an answer. Undoubtedly some of our best work as a business has come because of that.

What excites you about the future of Sky Betting & Gaming?

SBG has been successful through having passionate people set out to try new things, from Marketing Campaigns, Product ideas through to different ways to build technology. I don’t see this slowing down or changing anytime soon, and if anything given how competitive Online Gambling is as an industry we will only need to do more!!

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