Santa Barkēviča

Santa Barkevica brings over 13 years of strategic marketing expertise, with the last eight years dedicated to driving results in the highly competitive iGaming industry. Over the past five years with the Fenikss brand at Alfor (part of the Novomatic Group), her evolution from Head of Affiliate Marketing to her current role as Head of Growth highlights her versatile leadership and strong operational impact.

In her current role, Santa leads a 360-degree commercial strategy that balances scalable acquisition with long-term retention and compliance. Her portfolio includes overseeing SEO strategy, high-value VIP management, B2B communications, and Responsible Gambling initiatives. What sets her apart is that her high-level growth strategies are firmly grounded in hands-on operational experience. Having previously managed Alfor’s Customer Support department and optimized core operations, she brings a deep, practical understanding of player behavior—translating into smarter, more effective business decisions.

Before joining Alfor, Santa developed her expertise at MyBettingDeals, focusing on the affiliate side of the business and successfully driving high-volume traffic to major operators. She also held key roles at iGamical Group, where she contributed to building and scaling high-performing affiliate programs for multiple casino brands. Today, she is recognized as a strategic leader in the iGaming sector—someone who effectively bridges market analysis, team leadership, and operational execution to deliver consistent, sustainable growth.

Santa is committed to building strong partnerships and ensuring Alfor remains a trusted platform in the iGaming ecosystem. Her focus goes beyond growth—she actively contributes to fostering a culture of innovation within the industry.