The digital sports media group noted that the appointment strengthens its ambition to further scale the business and accelerate its presence in emerging markets.

Better Collective added that Zackrisson brings a range of valuable insights and learnings from the industry to the role. She most recently served as Chief Strategy and Business Development Officer at KaizenGaming. Prior to working for KaizenGaming, she held various leadership roles at Betsson Group.

“I am pleased to welcome Petra to our management team where her focus will be on how to further scale our business,” said Better Collective Co-Founder and COO Christian Kirk Rasmussen.

“Roughly six months ago, we signed Petra as a full-time external consultant for Better Collective, so she already has a deep understanding of our operations and objectives. There is no doubt that Petra’s expertise on how to drive growth and implement organisational change will become valuable to Better Collective.”

Zackrisson will begin her role as SVP of Growth from Better Collective’s Stockholm office in January 2023.

Zackrisson commented: “I am excited about this new opportunity and I look forward to joining the team at this stage of the group’s amazing growth journey. Scaling globally while supporting Better Collective in transforming its business to secure long-term sustainable performance are the type of challenges I excel at and am passionate about. 

“As a senior leader I find it important to bring in the diversity angle in my work. I look forward to continue to raise awareness and make incremental changes so that Better Collective can become an even more diverse, profitable and sustainable business.”

Last month, Better Collective released its financial results for the third quarter of 2022, reporting revenue of €59.7m ($61.9m), a 32% increase from the prior-year period.