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Soft2Bet has expanded its commercial leadership team with the appointments of James Hancock as Vice President of B2B Marketing and Harry Heynes as Business Development Director, as the platform provider targets further growth across regulated markets. The appointments form part of Soft2Bet’s ongoing expansion of its B2B business under Chief Commercial Officer Andrew Cochrane, following a series of additions to its business development team earlier this year.
Hancock will work alongside Cochrane on Soft2Bet’s B2B market positioning and global brand strategy, with a particular focus on promoting the company’s platform and gamification technology to potential partners. He brings more than a decade of industry marketing experience, including previous roles with Paddy Power, The Stars Group and GiG.
“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,” said Hancock. “I look forward to again working alongside Andrew and the wider business development team to elevate our B2B brand presence, leveraging the technology, services and infrastructure driving results for existing partners.”
Heynes joins as Business Development Director and will focus on growing adoption of the Soft2Bet iGaming Platform and developing partnerships in regulated markets. He has more than 12 years of commercial experience across iGaming, sports betting and payments, including senior roles at SBTech, SIS and Inspired.
“In today’s regulated landscape, operators need technology partners that can genuinely move the needle on commercial growth,” said Heynes. “Soft2Bet combines its platform with gamification capabilities, and I’m looking forward to building strategic partnerships that unlock sustainable ROI for operators expanding globally.”
The appointments continue Soft2Bet’s expansion of its B2B commercial operation as the company looks to increase adoption of its platform and engagement products internationally.
