You’ve watched AI transform content production across the industry. From where you sit — running sites and managing affiliates — do you see it as a threat, a tool, or something in between? We see AI as a tool—but one that needs to be used carefully. It’s already improving efficiency, especially in content workflows and data analysis. That said, in affiliate marketing, differentiation still comes from human insight— understanding player behavior, market nuances, and building trust. AI can support that, but it can’t replace it. What’s something you believed about affiliate marketing when you started at LCB that you’ve since changed your mind about? When I started at LCB, I thought affiliate marketing would be similar to a traditional sales or marketing role. I quickly realized it’s a very different environment. It moves fast, relies heavily on relationships, and requires constant adaptability. It’s less about a fixed job structure and more about operating within a constantly evolving ecosystem. Over time, I realized it’s not something you switch off from at the end of the day; it becomes part of how you think and operate. If a friend told you she was thinking about leaving her corporate job to become a full-time iGaming affiliate, what would you tell her? I’d tell her to be honest about her motivation for making the move. Full-time iGaming affiliation can be very rewarding, but it’s also highly competitive and unpredictable, especially in the early stages. If she’s doing it for freedom and ownership, that can be a strong motivator—but it’s not enough on its own. I’d only make the move with a clear plan, financial runway, and a realistic understanding that stability takes time to build. This isn’t a solo game in the long run. Having the right people around you is one of the most important factors for success. Without a solid team or support system, staying consistent and competitive over time becomes very difficult. You’re a seafood lover living in a landlocked country. How do you manage that, and where do you go when you’re back in Sydney? Living in Belgrade has changed the way I approach seafood. I still enjoy it here—there are good frozen options, and fresh seafood also comes in from Montenegro and Croatia—but it’s less varied than living by the coast. When I’m back in Sydney, I find myself drawn to the coastline. For me, it’s less about specific places and more about being by the water again and enjoying seafood at its most authentic. If someone had 24 hours in Belgrade and had never been, where would you take them? If someone had only 24 hours to experience Belgrade for the first time, we would start at Kalemegdan Fortress to witness the powerful confluence of the Sava and Danube rivers—a view that reflects the city’s resilient history. From there, we’d wander through Kosančićev Venac, one of the city’s most atmospheric corners, before continuing along Knez Mihailova Street for a taste of its modern energy. I’d pause for a relaxed lunch along the way, because in Belgrade, food and conversation are part of the experience. In the afternoon, a visit to the Nikola Tesla Museum offers a glimpse into one of Serbia’s greatest minds, followed by the awe-inspiring Saint Sava Temple. We would end the day in Skadarlija, where cobblestone streets and traditional music capture the city’s warm, bohemian spirit. It’s a full circle of history, culture, and connection—the perfect Belgrade introduction. If you could invite any five people — living or dead — to dinner, who would be at the table? If I could invite any five people to dinner, I would choose just one: my late father. I lost him at 14, and I’ve carried that absence with me ever since. It shaped who I am—I learned early how to stand on my own and become my own anchor, but I’ve always missed his guidance. I’d love to sit across from him today, tell him about the woman I’ve become, and share the journey he didn’t get to see. That moment, more than anything, would feel like coming home. Name three things about yourself that people reading this interview wouldn’t expect. Beyond my role in the team, there are a few things people might not expect. 1. I almost chose the stage over a life built in business. My first ambition was ballet—I was drawn to the discipline, precision, and quiet strength behind it, all of which still influence how I work today. 2. I also used to think in stories rather than strategies. During university, I wanted to become an author, and that creative instinct has never really left me. Even now, I see storytelling as one of the most powerful tools in building connection and meaning. 3. On a more personal level, I rebuilt myself physically over the past eight years, starting from zero. Fitness is now a core part of my life, but more importantly, that process taught me that reinvention isn’t luck—it’s a decision you make, and keep making. GPWA AFFILIATE INTERVIEW SERIES WYN Global Media Limited GPWAtimes.org 56
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