Better Collective brings in former Kaizen Gaming exec as SVP of growth

Affiliate group Better Collective has appointed former Kaizen Gaming chief strategy and business development officer Petra Zackrisson as its new senior vice president of growth.

Prior to her role with Kaizen, Zackrisson spent almost five years with Betsson Group, first as chief business development officer and subsequently as vice president of corporate development.

Zackrisson has also spent time as a management consultant with McKinsey & Co and as global manager of business development and sales global for Business Sweden, an organisation jointly owned by the Swedish state and business sector that supports and promotes investments in Sweden.

She continues to serve as a non-executive board member for online operator Casumo.

Better Collective said Zackrisson brings a range of valuable insights to the business, having helped many organisations to build solid foundations for international growth in terms of product, strategy and operations.

In her new role, she will be tasked with fueling local awareness of Better Collective while developing the group globally, with a particular focus on emerging markets.

A focal task for Zackrisson will therefore be expanding Better Collective’s representation at strategic events.

Better Collective co-founder and COO Christian Kirk Rasmussen: “There is no doubt that Petra’s expertise on how to drive growth and implement organisational change will become valuable to Better Collective.”

Zackrisson has been advising Better Collective as an external consultant for the past five months, the firm said, and will officially begin in her new role on 9 January 2023.

“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 commented.

“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 continue to raise awareness and make incremental changes so that Better Collective can become an even more diverse, profitable and sustainable business”

Better Collective co-founder and COO Christian Kirk Rasmussen added: “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.”

About the author

Conor Mulheir

Conor entered the gaming industry in 2018 producing high-level live event content for audiences in London, Amsterdam and São Paulo. From 2020, he went on to report news and commission exclusive content for various gaming media brands before joining iGaming NEXT as editor in January 2022.

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