Ian Falzon takes on new role as Marketing Effectiveness Manager at Flutter Entertainment

Ian Falzon has announced that he has taken on a new position as Marketing Effectiveness Manager at Flutter Entertainment, which has offices in St Julian’s.

The position marks a new chapter in Mr Falzon’s career after six years working across the group’s digital media operations.

In a LinkedIn post, Mr Falzon said he is looking forward to a new challenge focused on marketing measurement, experimentation and attribution, helping to shape how the company evaluates marketing effectiveness across its business.

Prior to the move, Mr Falzon spent six years in Digital Media, working across several of Flutter’s well-known brands, including Paddy Power, Sky Bet and Betfair.

In his new role, he will lead the development and implementation of Flutter UK’s Marketing Effectiveness framework, aimed at improving how marketing investment is measured, optimised and scaled across the customer journey.

His responsibilities include establishing measurement principles across brand, acquisition and customer marketing activities, with a focus on ensuring marketing decisions are informed by data, experimentation and incremental impact rather than relying solely on platform-reported performance metrics.

Among the key areas he will oversee are the development of cross-channel measurement frameworks, governance processes, incrementality testing programmes and experimentation initiatives. He will also work on enhancing attribution methodologies and broader measurement capabilities across the organisation.

The role will see Mr Falzon collaborate closely with business intelligence, data science and marketing teams to support decision-making through data-driven insights. His remit also includes contributing to Marketing Mix Modelling (MMM), Geo Lift studies and other causal measurement initiatives designed to improve understanding of marketing performance.

In addition, he will focus on identifying opportunities to improve marketing efficiency and return on investment, while helping to build scalable reporting solutions and establish a single source of truth for marketing performance data.

Flutter Entertainment is one of the world’s largest online sports betting and gaming operators, with a portfolio of brands that includes Paddy Power, Betfair, Sky Bet, FanDuel and PokerStars.