Soft2Bet has appointed James Hancock as VP of B2B Marketing and Harry Heynes as Business Development Director as it expands its commercial leadership team.
The iGaming platform provider said the appointments would support its plans to increase B2B growth and extend the reach of its technology across regulated markets. Both executives will work within the commercial organisation led by CCO Andrew Cochrane.
Hancock will be responsible for developing Soft2Bet’s B2B market positioning and global brand strategy. His remit will also include presenting the company’s platform architecture, services and gamification products to prospective partners.
He brings more than a decade of gambling-industry marketing experience to the position. His previous employers include Paddy Power, The Stars Group and Gaming Innovation Group.
Commenting on his appointment to the role, Hancock stated: "I’m very excited to be here, at a time when Soft2Bet's strategic B2B priorities and technological capabilities present a significant opportunity for growth.
"I look forward to again working alongside Andrew and the wider business development team to elevate our B2B brand presence, leveraging the impressive technology, services and infrastructure driving impressive results for existing partners."
Heynes will focus on adoption of the Soft2Bet iGaming Platform and the development of commercial partnerships in regulated jurisdictions. The company said his responsibilities would include structuring agreements intended to provide scalable, long-term returns for operator partners.
He has more than 12 years of commercial leadership experience spanning iGaming, sports betting and payments, including senior roles at SBTech, SIS and Inspired Entertainment.
With regard to his new role, Heynes noted: “In today’s regulated landscape, operators need technology partners that can genuinely move the needle on commercial growth. Soft2Bet combines an award-winning platform with market-leading gamification, and I’m looking forward to building strategic partnerships that unlock sustainable ROI for operators expanding globally."
The appointments extend Soft2Bet’s commercial leadership buildout under Andrew Cochrane, who joined as CCO in January.
The company subsequently appointed Samuele Traversin as EVP of Business Strategy and Corporate Development and Harrison Barrett as VP of Business Development.
Additionally, in July, former GiG executive Ryan Collinge joined as EVP of Group Business Development and Strategic Partnerships.
Hancock brings more than a decade of industry marketing experience, while Heynes has over 12 years of commercial leadership experience
