Giorgi Samkharadze

Giorgi Samkharadze is currently the COO at HawX. Prior to this, they were the head of CRM at BetConstruct from March 2019 to July 2020. In this role, Giorgi was responsible for delivering frictionless campaigns and intuitive user journeys. Giorgi built and managed the CRM department from scratch, spread over 12 locations, executing on average 100 campaigns/week to a DB of some 1M customers.

Giorgi's work was across life stages and product verticals including Sportsbook, Casino, Games, Live Casino, Poker, Blast and Mini Games. Giorgi worked closely with all gaming products C-level people (Sportsbook, Casino, Poker, Skill Games), COO, CCO, CMO, Head of Brand and Content, Compliance, Trading, Risk Management and Regional Directors and maximized relationships through the use of the CRM.

As CRM Stakeholders, Giorgi regularly liaised with CRM PO, Devs, CPO, CTO, VP, CEO and developed a CRM tool which is now being used by more than 200 different iGaming brands. The role gave Giorgi a deep understanding of gaming and betting customer behavior and as a team they learned that the power of a good campaign is always in the combination of different weapons at different stages of the execution, to get the job done.

Some key achievements during their time as head of CRM include:

- Creating an opinionated CRM department from scratch

- Developing CRM tool (200+ operators are using it through 50 different regions)

- Total GGR growth of 30% in 2019 and 14% in H1 2020 through ‘mobile-first’ vision

- Turnover, profit, and mobile in-play share of profit KPIs all up 45%

- Doubling Casino GGR YoY, 39% growth in H1 2020

- Increased retention rate from overall 50% to 70%, conversion rate from 40% to 55%

Giorgi Samkharadze holds a Bachelor’s Degree in Finance and General from Georgian American University - GAU. Giorgi also has certification from iGaming Academy in Customer Relationship Management as well as certification from edX in both Customer Relationship Management and Analyzing and Visualizing Data with Excel.

Some individuals on their team include Natia Zedelashvili - Head of Design, Beka Chikobava - Head of CRM, and Gela Makharadze - CFO.