New appointments will bolster and accelerate Soft2Bet’s B2B expansion across regulated markets
Soft2Bet has expanded its B2B management team with the appointment of James Hancock as vice president of B2B marketing and Harry Heynes as business development director.
Hancock joins Soft2Bet after nearly seven years at Gaming Innovation Group (GiG), where he most recently served as director of marketing and communications.
In his new role as vice president of B2B marketing, he will work closely with chief commercial officer Andrew Cochrane to elevate Soft2Bet’s market positioning, drive global brand strategy, and showcase the company’s scalable platform architecture to a new audience of potential partners.
“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 impressive technology, services and infrastructure driving impressive results for existing partners.”
Heynes brings more than 12 years of commercial leadership across iGaming, sports betting and payments, with senior experience at SIS, DraftKings and Inspired Entertainment.
As business development director, he will help drive adoption and growth of Soft2Bet’s iGaming platform and develop new partnerships in key regulated markets, globally.
“In today’s regulated landscape, operators need technology partners that can genuinely move the needle on commercial growth,” said Heynes. “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.”