The Multiple Group
€1.83M
Annualised commercial savings achieved by H1 2026, through supplier renegotiations, commercial optimisation and payment-provider strategy.
SarahFox
Operations executive in commercial strategy and organisational transformation.
Over 20 years leading international gaming and technology operations. Based in Portomaso, Malta.
Over 20 years atWilliam HillBetVictorBetfredProbabilityIGTDunderAleabet365DinotechThe Multiple Group
A commercially driven leader who turns strategy into execution, across multi-brand operations in international markets.
A proven record of delivering seven-figure annualised commercial savings, leading large-scale operational transformation, building high-performing teams and driving financial efficiency across international markets.
An accomplished people leader who combines decisive commercial judgement with empathy, accountability and a hands-on approach to developing talent. Experienced in managing both business expansion and significant organisational restructuring, balancing commercial sustainability with operational continuity and workforce welfare.
Trusted by senior stakeholders for pragmatic decision-making, complex supplier negotiations and the ability to translate strategy into execution.
The numbers moved.
Selected results from three leadership roles. Drag the handle back to see where each one started.
Before
After
Dinotech moves with the handle
€12M
Monthly player deposits, up from €2.5M
27 brands, up from four
Dinotech moves with the handle
9.8%
GGR-to-fee ratio, down from 12.3%
A 2.5 percentage-point improvement in supplier cost efficiency.
bet365
+48%business-as-usual delivery
+46.6%project delivery
Year-on-year gains after redesigning the organisation and its processes.
The Multiple Group
104
People at peak scale
Including a commercial function of approximately 100 employees supporting nine brands across multiple jurisdictions.
Dinotech moves with the handle
100%
Bonus deduction recovery, up from 44%
Reached within 18 months through improved commercial arrangements.
Experience
Over 20 years on one line. Drag across it, or pick a role.
2003Today
February 2025 - Present
The Multiple Group (TMG)
Director of Operations
Senior executive responsible for commercial and operational performance across a multi-brand international gaming group, reporting directly to the CEO and participating in board-level strategic and operational decision-making.
Oversaw a commercial function of approximately 100 people at peak scale, supporting nine brands across multiple jurisdictions, with responsibility for supplier economics, operational budgets, performance management, technology alignment and organisational development.
Four areas of the role. Click one to read it.
- Achieved €1.83M in annualised year-on-year commercial savings by H1 2026 against a €4M annual savings target.
- Delivered approximately €550K in game supplier savings and €220K in additional platform-related commercial concessions, included within the overall savings achievement.
- Improved game supplier cost efficiency, reducing the GSP-fee-to-GGR ratio from 9.7% to 9.1%.
- Led complex negotiations with technology, gaming and payment providers, optimising commercial terms, transaction economics and supplier commitments.
- Exercised operational budget authority and worked closely with senior finance and executive stakeholders on expenditure prioritisation and financial sustainability.
- Led the centralisation of previously fragmented brand-level operations into shared CRM, Product and Marketing functions, improving coordination, accountability and scalability.
- Recruited, developed and performance-managed senior functional leaders, strengthening cross-functional collaboration and building consistent operational practices.
- Introduced Monday.com as a central delivery and workflow management platform, reducing duplicated effort and improving visibility across commercial and technology teams.
- Worked closely with the CTO and senior technology leadership to align development priorities with commercial requirements and operational delivery.
- Played a significant operational role in the migration from a third-party front-end platform to a proprietary, internally developed solution.
- Introduced product analytics and automated operational reporting capabilities, including Mixpanel, Bambi and AI-assisted website monitoring.
- Established structured daily KPI reporting to provide timely visibility of performance by brand and across the wider portfolio.
- Helped lead a major group restructuring, supporting the transition from nine brands to two continuing operations under fewer regulated licensing arrangements.
- Remained one of two executives from the original five-person senior leadership team, working directly with the CEO on operational continuity, financial prioritisation and workforce decisions.
- Navigated sensitive organisational changes, balancing financial pressures, business requirements and employee wellbeing while maintaining operational stability and supporting organisational culture.
October 2022 - December 2024
Dinotech Limited
Head of Casino
Senior commercial and operational leadership across a rapidly expanding international gaming group, with accountability for casino strategy, supplier economics, product performance and cross-functional delivery.
During tenure, the business expanded from four brands to 27, while monthly player deposits increased from approximately €2.5M to €12M.
Show achievementsHide achievements
- Held senior responsibility for casino operations during significant portfolio expansion across multiple licensing arrangements and international markets.
- Played a leading operational and commercial role in the delivery of 14 brand launches and two additional licensing initiatives, working closely with the CEO, compliance and technology teams.
- Reduced the GGR-to-fee ratio from 12.3% to 9.8%, delivering a 2.5 percentage-point improvement in supplier cost efficiency.
- Increased bonus deduction recovery from 44% to 100% within 18 months through improved commercial arrangements.
- Developed and commercially advanced a proposed €1.5M annual savings initiative involving proprietary aggregation capability and B2B licensing. Completed substantial supplier negotiations before transitioning out of the business.
- Led five direct reports, with wider decision-making authority across CRM and Design functions comprising approximately 14 additional employees.
- Supported operational readiness for regulated-market expansion, including the development of compliance-related processes and certificate storage capabilities.
September 2018 - June 2022
bet365
Casino Manager
Led casino product operations, delivery management, supplier relationships and strategic initiatives within a major international gaming business.
Show achievementsHide achievements
- Expanded and restructured the department from 14 to 26 employees, introducing specialist operational, product and games delivery functions.
- Increased business-as-usual delivery by 48% year-on-year and project delivery by 46.6% year-on-year through organisational redesign and improved workload distribution.
- Established a dedicated Games Delivery function to relieve pressure on existing teams, improve operational focus and support growing market requirements.
- Supported expansion into six regulated markets and the onboarding of seven game providers.
- Worked with senior product leadership on strategic planning, product roadmaps and operational delivery across multiple teams and offices.
- Developed a strong performance-driven team culture, combining clear accountability with active coaching and professional development.
Building a gaming start-up, 2025 to present
Alongside my corporate leadership career, I have supported the establishment and development of an independent international gaming venture, applying my industry experience, commercial relationships and operational expertise.
Licensing and business establishment
Supported the licensing process, operational framework and regulatory readiness in collaboration with legal and compliance specialists.
Technology and platform transformation
Led the operational transition between gaming platforms, coordinating technology partners, integrations and business continuity.
Team building and leadership
Established core operational functions, recruited key personnel and developed the organisational structure required to support launch and growth.
Commercial partnerships
Negotiated and established relationships with gaming suppliers, technology providers, payment partners and other strategic stakeholders.
Operational strategy
Contributed to business planning, commercial priorities and the development of a sustainable operating model.
Executive leadership capabilities
- Commercial strategy, contract negotiation and supplier economics
- P&L accountability and financial efficiency
- Organisational design, restructuring and change leadership
- People development, coaching and performance management
- Business transformation and operational excellence
- Technology integration, automation and data-led operations
- International multi-brand and multi-jurisdictional management
- Executive stakeholder engagement and board reporting
- Strategic planning, business continuity and risk management
Operational and analytical technology
- Monday.com
- Mixpanel
- FullStory
- Looker Studio
- Bambi
- AI-assisted monitoring
- Automated reporting
- Platform migration
- Systems integration
Leadership and organisational development
Extensive management development through bet365's multi-year training programme. Practical application of the Eisenhower Matrix for operational prioritisation and the Johari Window for leadership self-awareness, feedback and team development.
Languages: English
Contact
Portomaso, Malta. International gaming and technology operations.