Jade Appleby is a strategic growth and engagement leader and currently serves as Director of CRM & Player Engagement at Bally’s Intralot, where she leads end to end CRM and player engagement strategy across the UK and Ireland. In this role, Jade oversees a multi disciplinary team responsible for lifecycle marketing, retention, loyalty, and onsite engagement, driving sustainable growth in highly regulated iGaming markets while maintaining the highest standards of governance, compliance, and player protection.
With over 15 years’ experience in iGaming, Jade has built her career at the intersection of data led decisioning, customer value, and responsible growth. Formerly at Gamesys, she progressed through leadership roles spanning VIP, loyalty, and CRM transformation, becoming known for translating complex strategy into measurable commercial impact and for building scalable CRM organisations aligned to long term business objectives.
Alongside her professional leadership, Jade is a strong advocate for inclusive culture and people development. She is a founding member and steering committee lead for GLOW, a women’s network focused on creating safe spaces and inclusive environments that attract and retain female talent. She also leads Conversations With…, a digital series connecting women across global teams through candid leadership conversations.
Jade has been a Google Power for Partners mentor, a volunteer with The Felix Project supporting food waste and hunger initiatives and has championed partnerships addressing period poverty within UK workplaces. She is based in Surrey and is passionate about developing future leaders and creating impact that extends beyond the organisation.
