WKND hire award-winning CMO Kirsten Openshaw from William Hill
WKND’s commitment to hiring the best talent around has seen us snap up award-winning CMO Kirsten Openshaw. Before she dives head first into her new M.O. of “trying some cool and crazy things”, we caught up with her to find out about her background.
Hi Kirsten, welcome to the team. Tell us about your background
Hey. Thanks. I’m South African, and grew up on what most would call a Safari Farm, which I’m very grateful for. But I love the sea and could easily spend days in flip flops with sandy feet and sunburnt skin.
I’ve travelled extensively and admittedly, I probably know most of the good bars in various locations in the world.
In terms of my career, I started out as a journalist and went into Digital Marketing from there. When I began my career digital marketing wasn’t a career option. There wasn’t a degree you could do in it, or was it a discussion as a career path. I was able to learn about new marketing principles as they come out is a great way to propel your career. It gives you a good advantage as I was able to explore each area of the marketing sphere, from emails, website development, paid advertising, social media and data.
From there I’ve worked in agencies, in-house, some freelance and then iGaming. I’ve now been in digital marketing for over 10 years now, and worked at William Hill International for the last 5, focusing on Acquisition for Sports and Casino as Head of Marketing for both the William Hill and Mr Green brands .
What’s something in your career you’re proud of?
It sounds cliché, but the people.
Achieving great results with strategic campaigns with a creative and data driven mindset. We sometimes failed but failed fast together proudly and celebrated wins as a team.
As a personal win, I’m proud of how I’ve grown and developed not only my knowledge but leadership skills, which I could never have done alone. I’ve been very fortunate to have inspiring mentors and support. You don’t get far in Marketing without either of those things.
What inspired your decision to join WKND?
The innovation and mindset, the people and the fantastic brand.
WKND’s future focused and not trying to revamp an archaic marketing strategy.
They’re looking at the development of technology and the evolution of the players and meeting them at the touchpoint that’s relevant.
Developing concepts to be market first and industry leading is a hugely attractive ethos for any Marketer. That’s why I’m here and why I know we both made the right decision.
What’s your most-used productivity hack?
I could list many things, but you’re most productive if you’re passionate about what you’re doing.
I love marketing. And I’m an adrenaline junkie at heart. I think a lot of South Africans are. Perhaps that’s an outcome of living in a country where nature can kill you every time you leave the house.
I thrive on the diversity and fast pace of the iGaming industry. But coffee and working out also helps. I have my gym buddies to thank for keeping me energised.
Do you have any hidden talents?
I can magically make my phone disappear, at any point in the day, with little, to no effort.
I love sport, squash and horse riding. And as for secret talents, I know a lot of useless facts. You never know when you might need one, and need it or not, I’ll be happy to tell you anyway.
What do you believe are some critical marketing trends shaping the iGaming industry today?
I can't escape the term A.I. at the moment.
It’s been such a digital disruptor that can be used for good, and of course evil.
But this is one arm of a trend which is really the core of how we as iGaming and marketing should be looking at, the mothership of content.
With regulations, taxes, compliance, transitions in digital tracking, how we use digital is constantly changing and we need to find a way to not only speak to the core of our audience but be willing to break boundaries.
You can’t be afraid of being personal in marketing.
You need to break boundaries and focus on content and brand persona that speaks to players. The new generation buys in the brand, not the product.
Which company, in any industry, do you think is getting their product marketing just right?
This may be biassed as I’m South African, and it’s a South African brand, but Nando’s.
Their marketing is so relevant to their consumers’ situation, people can’t help but relate.
They see themselves in the content and it hits personalisation and humour, tied into product marketing just perfectly.
What advice do you have for aspiring marketers who are just starting their careers?
Don’t be afraid of making mistakes. Marketing, to a large degree, is the ability to take risks and learn from mistakes very quickly. Do more of the things that work, and less of the things that don’t.
If you can learn quickly and be willing to take risks you’ll go a long way.
Having a passion for it’s also a non-negotiable pre-requisite. Marketing can be cumbersome if you don’t enjoy getting in the weeds.
It can be a lot of hard work.
So fail fast. And learn fast. And never second guess. It’s not your opinion that will make you successful. Taking 2 weeks to decide whether the CTA should be in CAPITALS doesn’t matter. The only thing that matters is if anyone clicks it.
And finally, be personable. Not showing character is a one way ticket to being ignored.
What’s the first thing on your agenda at WKND?
I’m currently settling in, but will be speaking at CasinoBeats in Malta next week. I’m holding a workshop about engaging GenZ players in the industry.
GenZ are the next generation and ignore them at your peril.
As a rule, they’re more risk averse in their spending. They put their money into brands and products they believe in. Those brands which are conscious of the environment and the future will draw their gaze.
They’re much more conscious spenders. Knowing that is paramount to being able to sell to them.
They also trust their community more than they trust the brand sometimes. And that changes the marketing funnel.
But it’s a really fun time to be in marketing and I can’t wait to get started.
If you’re local to Malta, pop by and say Hi to Kirsten at CasinoBeats. You’ll no doubt be seeing lots more from her in your feeds very soon.