Meet the Manager: MelBet's Nataliia Lavruk

What made you decide to pursue a career in iGaming affiliation?

My career in iGaming affiliation started six years ago, and it all happened unexpectedly. I finished my degree in Spanish at university, and before entering the iGaming industry, I worked as a PPC manager. I did this for a while before deciding that I needed more communication in my work. I felt like I didn’t want to look at numbers all day and wanted to speak to people more. Then an operator reached out to me looking for a Spanish-speaking affiliate manager and here we are.

How did you end up at Melbet?

My story with Melbet started two years ago. I knew people working at the company already and I was actually referred by a friend to join as they were looking for a head of affiliates position, which at that time lined up with me wanting a change and more responsibilities. So it seemed like a great opportunity for me, especially to use my knowledge of the LatAm markets. It was definitely the right decision as I’m very happy at Melbet and with where the company is heading.

What is the biggest challenge you face in your role?

The biggest challenge we face is the lack of traffic sources we can sometimes offer as an operator. In terms of performance deals, we want to offer something that will bring us positive revenue and give them also a good margin, so the struggle here is agreeing on a deal that will work for both sides. To be honest, it’s getting more difficult because of the competition and the huge number of companies already competing for the same affiliates and for the same traffic, so the stakes are getting higher.

What are you currently focusing on at MelBet?

I’m focusing on player acquisition from different traffic sources, specifically, I’m responsible for growing Melbet’s whole LatAm region, including Mexico, Argentina and Chile. 

What one thing would you change about the industry and why?

I think we need to have more honest conversations between operators and affiliates around understanding how each side works. To do that, you really need to go deeper in learning and researching how the other side functions, like finding out what their backend looks like and what their main metrics are.

Who are your favourite partners to work with and why?

My favourite partners to work with are those who deliver value and don’t overcharge. That’s an affiliate who knows its value, what it can do, how its traffic performs and has had success with other brands. I don’t enjoy working with short-term partners as much as we’re looking for long-term partnerships.

What advice would you give to your 15-year-old self?

Listen to your heart. Try to think about your future and act on it early in your life. Plan what you want to do and think about where your degree is going to take you when deciding on it.

Where are you based?

Right now, I’m based in central/western Ukraine, so with the current situation, it’s difficult to travel as it takes a lot of time and effort.

What would you choose as your last meal?

Usually, I like to have light food at night. So that would be some protein like chicken and some vegetables - that’s my favourite meal.

Describe your perfect day off… 

It depends - if I’ve just come back from a conference, I’ll spend the whole day at home in bed and just sleeping as much as possible. But normally it’s just to turn off completely and go outside to play some sports.

What would your superpower be? Fly, be invisible, speed etc

I’d like to read minds, I know it’s good and bad. I’d be worried all the time because I would obviously hear good and bad things, but I’d definitely know what’s going on

Tell us something most people don’t know about you or would be surprised to learn.

I speak five languages: Ukrainian, Russian, English, Spanish and Portuguese. But I also understand Polish, some Italian and some German.