Brady Rivers

• Partnership Management & Portfolio Growth: Identify, vet, and onboard high-quality affiliate partners who can drive compliant traffic in key markets. This includes building relationships with sports, casino, and content-driven affiliates to expand brand reach while aligning with Entain's responsible-gambling standards.
• Performance Optimization & Revenue Management: Monitor affiliate performance closely (CPA, rev-share, hybrid deal structures), optimize campaigns, and adjust commission structures to ensure ROI and sustainable acquisition growth. Drive continuous optimization of Sports Interaction's affiliate portfolio by analyzing traffic quality, conversion funnels, and partner performance to maximize ROI, enhance player value, and ensure sustainable, data-driven growth across key markets.
• Compliance & Brand Integrity: Ensure that all affiliates adhere to regulatory, legal, and brand-marketing requirements. Ensure the brand appears in market in a responsible, legal, impactful way through ad campaigns, commerical and digital marketing.
• Strategic Campaign Planning & Cross-Channel Alignment: Develop seasonal and event-driven affiliate marketing strategies (NFL, NHL, major tournaments) that align with broader Entain/Sports Interaction marketing goals. Coordinate with product, CRM, and paid media teams to ensure efficient messaging and maximize customer LTV from partnership traffic.
• Compensation Strategy & Performance Incentives: Develop and oversee competitive commission frameworks, bonus structures, and incentive programs designed to strengthen overall market performance. This includes optimizing campaigns and strategies to drive increased traffic, player acquisitions, and First-Time Deposits (FTDs) across both sports betting and casino verticals.

• Affiliate Program Management: Manage and oversee the day-to-day operations of both sports betting and casino affiliate programs, ensuring smooth integration across verticals.
• Affiliate Recruitment & Onboarding: Identify, recruit, and onboard high-performing affiliates across both the sports betting and casino markets, expanding the affiliate network.
• Campaign Strategy Development: Develop and execute tailored affiliate marketing strategies for sports betting and casino promotions, focusing on player acquisition, retention, and maximizing lifetime value (LTV).
• Performance Monitoring & Reporting: Track and analyze affiliate performance using affiliate management platforms, analytics tools, and CRM systems to provide insights and recommendations for performance improvements.
• Cross-Vertical Optimization: Coordinate and optimize campaigns across both sports betting and casino verticals, ensuring affiliate marketing initiatives are aligned with business goals for both sectors.
• Revenue & Commission Models: Create and manage competitive commission structures, bonuses, and incentive programs for affiliates to drive higher traffic, player sign-ups, and FTDs (First Time Deposits) in both sports betting and casino categories.
• Data-Driven Decision Making: Analyze key performance metrics such as conversion rates, cost per acquisition (CPA), return on investment (ROI), and affiliate lifetime value to guide decision-making and optimize campaigns.
• Market Analysis & Competitor Research: Continuously monitor industry trends, affiliate competition, and market shifts to stay ahead of competitors and adapt affiliate strategies accordingly.

Manage and Grow Strategic Partnerships: Enhanced brand visibility through strategic partnerships with Edmonton Oilers and Montreal Canadiens. Develop, maintain, and expand relationships with global brand partners, distributors, sports organizations, events, and agencies to maximize revenue and brand visibility across the market.

Execute Partnership Activation Plans: Head the planning and execution of partnership activations, such as sponsorships, co-branded campaigns, and experiential initiatives, to ensure alignment with Molson Coors' brand strategy and commercial objectives.

Cross-Functional Collaboration: Work closely with internal teams (brand marketing, sales, legal, and regional marketing teams) to ensure partnership deliverables are executed smoothly and meet both brand and partner expectations.

Performance Tracking & Optimization: Monitor partnership KPIs, analyze outcomes, develop performance reports, and provide insights to optimize ongoing partnerships and identify new growth opportunities.

• Aligned sponsorship strategies with marketing objectives through cross-team collaboration.
• Coordinated event logistics, including venue selection and vendor management for activations.
• Executed successful experiential marketing events by managing budgets and staffing ambassadors.
• Evaluated event success using consumer feedback and sales data to identify growth opportunities.

• Managed Sobeys sponsorship portfolio for NHL, MLSE, CFL, and Toronto Blue Jays.
• Ensured timely, budget-compliant delivery of client programs and reporting.
• Cultivated strong client relationships through effective communication and engagement strategies.
• Developed innovative program ideas, enhancing client success and growth opportunities.

• Enhanced client satisfaction by addressing needs and relaying insights to management.
• Informed clients of industry trends by maintaining current product knowledge and services.
• Collaborated with partners to provide necessary tools and information for business support.
• Led training and scheduling for brand ambassadors during activations and events.
• Updated manager regularly on activities and significant client developments.
• Managed budget components effectively, ensuring financial oversight for projects.