Natalija Bezubova has reshaped analytics into a core driver of innovation, growth, and responsible operations at Entain. Her vision dismantled the silos of a reactive function and built a globally coordinated, value-first model rooted in governance, scalability, and impact.
Central to this transformation is the Data Value Framework, alongside Goal Trees and OKRs, which link every analytics initiative directly to business outcomes. This disciplined approach ensures analytics not only supports decisions but actively shapes them. From product innovation to commercial negotiations, operational performance to responsible gambling, analytics is now woven into the company’s strategy.
“Leadership is about the influence and affect you have. Given the numerous quotes and excellent supporting videos, this is a very strong entry. I personally gauge leadership on the commitment and desire to see team recognised above self – and this entry does that.” – Judges’ comments
Delivering Tangible Business Value
Natalija’s leadership is measured not just in vision, but in results. In 2024 alone, her team delivered £20M+ in quantifiable impact, spanning revenue generation, cost optimisation, risk mitigation, and efficiency gains:
- £5M annual uplift through optimised onboarding in Brazil.
- €5-12M savings via renegotiated global sports streaming rights.
- €13.8M in losses mitigated from high-risk user churn in responsible gambling.
- 200+ hours saved weekly through automation and efficiency improvements.
- Every project from payments and fraud to player experience and sportsbook is tied to measurable KPIs, reinforcing analytics as a business-critical capability.
As CIO Matt Grest put it: “Natalija’s leadership has made analytics a true strategic partner to the business. Under her guidance, analytics is no longer a support function – it’s a critical driver of innovation and growth.”
Building High-Performing Global Teams
Leading teams across London, Hyderabad, Gibraltar, Sofia, and Rome, Natalija has built one of the most engaged and stable analytics communities in the industry:
- 2% attrition, far below industry benchmarks.
- 89%+ engagement and 93% satisfaction on inclusion and wellbeing.
- 70% of leadership roles filled internally, ensuring a strong pipeline.
Her servant leadership, transparency, and structured career pathways have created a culture of ownership and trust. As one senior manager reflected: “Her leadership style is not only inspiring, but I think it truly brings out the best in people and drives the success of the whole organisation.”
Championing Diversity and Inclusion
Natalija’s impact extends beyond delivery. She launched a mentoring programme that is open to over 3,000 women in tech and product, connecting them with senior leaders and sponsors. She also established a Centre of Excellence and a thriving analytics community, fostering collaboration and peer learning on a global scale.
This commitment to inclusivity and growth has made analytics at Entain one of the most influential parts of the business.
Recognised Excellence and Lasting Impact
Under Natalija’s leadership, Entain’s analytics maturity has reached DCAM Gold Level, with industry recognition for governance, quality, and value delivery. She also contributes globally as a member of the EDM Council, advocating for inclusive, data-led transformation.
What sets her apart is trust. Stakeholders believe in analytics because of the belief she has built within her teams, across the business, and in the wider community.
As one colleague summed it up: “Natalija doesn’t just lead an analytics team – she leads a movement.”
A Worthy Winner
For her vision, delivery, and impact, Natalija Bezubova has set the standard for what a global data leader should be. She has scaled analytics into a strategic powerhouse, built a culture of trust and inclusion, and delivered measurable value that makes Entain stronger and society safer.
For these achievements, Natalija Bezubova is the 2025 winner of Data & AI Leader of the Year (Global).
