Petra Zackrisson targets emerging markets as Better Collective Growth SVP

As a strong trading year draws to a close, Better Collective has appointed Petra Zackrisson as Senior Vice President (SVP) of Growth to maintain momentum.

Zackrisson has been working with Better Collective as an external consultant for the past five months, and will assume her SVP duties on 9 January 2023, with a focus on emerging markets. 

Her core remit will be to expand the media group’s ‘presence and representation via strategic events’, raising local awareness of the company and its brands.

Christian Kirk Rasmussen, Co-Founder & COO of Better Collective, said: “I am pleased to welcome Petra to our management team where her focus will be on how to further scale our business. 

“Roughly six months ago, we signed Petra as a full-time external consultant for Better Collective, so she already has a deep understanding of our operations and objectives. 

“There is no doubt that Petra’s expertise on how to drive growth and implement organisational change will become valuable to Better Collective.”

Zackrisson joins Better Collective as the firm looks set to start the new year in a positive financial position, having recorded yearly revenue growth of 32% to €60m in its Q3 earnings call.

Prior to her work as an external consultant with the firm, the new SVP held a variety of igaming positions, currently serving as a Non Executive Director at Board Member at Casumo.

She also served as Chief Strategy and Business Development Officer at Greek operator Kaizen Gaming for over three years, after finishing a nearly five-year tenure at Betsson Group in the capacity of Vice President Corporate Development.

Before starting a career in betting and gaming, Zackrisson worked in management consulting, specialising in international business development and strategy development

“I am excited about this new opportunity and I look forward to joining the team at this stage of the group’s amazing growth journey,” Zackrisson remarked.

“Scaling globally while supporting Better Collective in transforming its business to secure long-term sustainable performance are the type of challenges I excel at and am passionate about. 

“As a senior leader I find it important to bring in the diversity angle in my work. I look forward to continuing to raise awareness and make incremental changes so that Better Collective can become an even more diverse, profitable and sustainable business.”