Jade Trussell
Founder @ iGaming PSP & Apex Yield Management | PSP Diversification & Payments | Retention & VIP Strategy | Helping iGaming Operators Protect & Grow Margin
About
Founder @ iGaming PSP & Apex Yield Management | PSP Diversification & Payments | Retention & VIP Strategy | Helping iGaming Operators Protect & Grow Margin
Margin pressure in iGaming comes from two directions: revenue leaking through weak retention, and yield lost to payment friction. I work with operators on both. Through Apex Yield Management, I help operators strengthen VIP lifecycle strategy, retention architecture, and commercial KPI alignment across leadership teams - turning operational discipline into consistent margin performance. Through iGaming PSP, I connect operators with the right payment partners to reduce supplier concentration risk, improve approval rates, and remove payment infrastructure as a constraint on growth. 20+ years inside regulated gaming - from frontline operations to C-suite - means I understand the commercial reality operators are actually navigating. If payment friction or retention leakage is affecting your yield, let's talk.
Activity
Work experience
Founder
iGaming PSP
Jul 2025 – Present
City of Johannesburg
Specialist referral and advisory service connecting iGaming operators with payment partners that fit their commercial model. • Match operators to PSPs based on market exposure, volume profile, and risk appetite • Support payment diversification strategies to reduce single-provider dependency • Bridge the commercial conversation between operators and payment providers • Complement yield and retention work by removing payment infrastructure as a margin constraint
Founder | Apex Yield Management & iGaming PSP
APEX Yield Management
May 2024 – Present
City of Johannesburg
Apex works with iGaming operators who are scaling but losing margin to retention inefficiency and commercial misalignment. • Design and strengthen VIP lifecycle frameworks to improve player value extraction and reduce churn • Align marketing, CX, and product teams around shared commercial KPIs to eliminate cross-functional revenue drag • Build structured reporting environments that give leadership clear performance visibility • Identify operational friction points constraining margin performance • Provide commercial oversight on PSP partnerships and payment diversification, directly supported by iGaming PSP
Lead Marketing Strategist
Gold Media Lab
Jan 2025 – Mar 2025
Sandton
• Conducted in-depth analysis of promotional campaign performance to improve ROI. • Delivered data-driven insights and optimized marketing funnels, improving conversion and engagement rates. • Partnered across CRM, creative, and media teams to align campaigns with business objectives.
Chief Experience Officer
Dream Team Gaming
Sep 2023 – Feb 2024
City of Johannesburg
With 18+ years in online gambling, including 14 years in leadership, I excel in enhancing digital engagement and user experiences. Skilled in customer service, people management, strategy, marketing, and analytics, I drive growth and profitability.
Chief Commercial Officer
Dream Team Gaming
Jul 2023 – Aug 2023
Assumed an interim role contributing to the company's commercial strategy.
Director of Operations
Dream Team Gaming
Jul 2022 – Jun 2023
Led the operational framework to drive efficiency and productivity in the online gambling sector.
Executive Leadership | Dream Team Gaming
Dream Team Gaming
Oct 2019 – Feb 2024
City of Johannesburg, Gauteng, South Africa
Progressed into C-level executive leadership, accountable for VIP, CX, analytics, and commercial performance functions within a regulated environment. • Directed VIP strategy within a regulated environment • Implemented KPI-based performance structures across departments • Integrated analytics into executive reporting processes • Contributed to interim commercial leadership during transition periods • Improved cross-functional commercial coordination between marketing, CX, and operations Roles held: Chief Experience & Analytics Officer Chief Commercial Officer (Interim) Operations Director Head of VIP & Support
Head of Support
Dream Team Gaming
Oct 2019 – Jun 2022
Pioneered VIP services to deliver top-tier customer satisfaction and drive revenue growth.
Business Lead
Osiris Trading
Apr 2018 – Jul 2019
Specialised in understanding competitive landscapes, regulatory requirements, and market dynamics.
Team Lead
Osiris Trading
Feb 2018 – Mar 2018
Led customer experience initiatives and team performance management.
Head
Osiris Trading
Apr 2017 – Jan 2018
Led VIP customer retention strategies to enhance loyalty and lifetime value.
Marketing Team Manager
Osiris Trading
May 2016 – Mar 2017
Marketing Team Manager
Osiris Trading
Aug 2014 – Apr 2016
Host
Osiris Trading
Apr 2013 – Jul 2014
Call Center Manager
Osiris Trading
Mar 2009 – Mar 2013
Team Lead
Osiris Trading
Nov 2007 – Feb 2009
Executive Leadership & Customer Strategy | Osiris Trading
Osiris Trading
May 2005 – Jul 2019
Melrose Arch
14-year progression from frontline operations to executive leadership. • Built and led VIP & retention teams • Established performance tracking frameworks across CX divisions • Directed cross-functional go-live projects across compliance, finance, and marketing • Integrated financial awareness into customer lifecycle strategy • Developed structured operational management within regulated environments Leadership Progression: CX Business Lead CX Team Lead Head of VIP VIP Retentions Manager Call Centre Manager Senior Support Host → Support Consultant
Support Consultant
Osiris Trading
May 2005 – Oct 2007
Support Consultant
Absa Group
Oct 2004 – Apr 2005
Call Center Representative
Absa Group
Oct 2002 – Sep 2004
Call Center Representative
MEDSCHEME HOLDINGS
Apr 2002 – Sep 2002
Administrative Assistant
Workforce Holdings Limited
Aug 2001 – Mar 2002
Early Career Foundations | Financial Services & Operations
Various Institutions (Absa, Medscheme, Fedsure, Workforce Holdings)
Dec 2000 – Apr 2005
Various Locations
Built foundational experience within regulated financial and insurance environments, developing expertise in customer service operations, compliance standards, performance metrics, and structured corporate processes. Gained early exposure to: Financial product servicing and investment administration Regulatory compliance frameworks High-volume contact centre performance environments Analytical problem-solving and client resolution management Corporate reporting structures and KPI tracking This period established the operational discipline, commercial awareness, and customer-centric mindset that later shaped my leadership approach in online gaming and VIP strategy.
Call Center Representative
Fedsure Holdings Ltd.
Dec 2000 – Jul 2001
Education
GetSmarter
Business Analytics
Jul 2023 – Sep 2023
Data analytics is becoming increasingly important for organizations aiming to maintain competitiveness in a rapidly evolving market. During this online short course offered by the University of Cape Town (UCT), I delved into advanced data analysis techniques essential for supporting business decision-making and critical thinking. Key Learning Highlights: > Interpretation of numerical data sets to extract meaningful insights. > Identification of patterns within data sets to predict trends and anomalies. > Utilization of data visualization and storytelling to enhance business intelligence capabilities. > Proficiency in engaging with analytical tools such as SQL, Tableau, and Python (at an introductory level) to transform data into actionable strategies for business growth. This course equipped me with practical skills tailored for real-world business applications, enabling me to contribute effectively to data-driven decision-making processes and organizational success.
MANCOSA
Bachelor of Commerce - BCom, Marketing/Marketing Management, General
Jan 2017 – Jan 2019
The B.Com. in Marketing Management degree equipped me with comprehensive knowledge and practical skills for a successful marketing career. Key Learning Highlights: > Marketing Expertise: Mastered marketing activities, applied theory, and consumer analysis. > Sales and Ethics: Learned sales, ads, quality, and legal ethics. > Critical Thinking Boost: Enhanced critical thinking via practical marketing application. Graduating, I'm prepared to navigate the dynamic marketing landscape, driving business success with tailored strategies.
GetSmarter
Marketing Short Course, Marketing/Marketing Management, General
May 2014 – Jul 2014
In today's competitive market, a robust digital marketing strategy is essential for maintaining visibility and competitiveness. During the Digital Marketing online short course offered by the University of Cape Town (UCT), I received comprehensive training to refine my online marketing skills and effectively target the right audience. Key Learning Highlights: > Development of a consistent brand story across multiple platforms. > Creation of an integrated digital strategy aligned with business objectives. > Effective prioritization of internet marketing efforts. > Acquisition of tools and knowledge to refine online marketing skills and enhance digital proficiency. Upon completion of this 10-week course, I attained a valuable UCT certificate, validating my enhanced digital marketing proficiency and ability to develop impactful digital strategies. This course empowered me to elevate my digital marketing capabilities, ensuring that my brand stands out in today's competitive landscape.