Natalija Bezubova is Global Head of Enterprise Analytics at Entain, where she operates as a strategic partner to the Chief Data Officer and C-suite, shaping how data informs decision-making across a complex, fast-moving global gaming business. In 2025, she was named Data & AI Leader of the Year (Global) at the DataIQ Awards, recognising both her commercial impact and leadership influence.
At Entain, Natalija leads a broad analytics function spanning insights experts, commercial and product analysts, and web tracking specialists. She has designed and implemented a company-wide analytics strategy that has strengthened data governance, improved accessibility and embedded a more consistent, enterprise approach to insight. Her work has driven measurable gains in customer satisfaction, operational efficiency and revenue growth, ensuring analytics is integrated into both strategic planning and day-to-day execution.
Previously Head of Commercial Insights, she oversaw multiple teams across commercial insights and web analytics, leading more than 50 specialists. Her leadership style combines operational discipline with a focus on innovation, using customer insight and emerging technologies to sharpen competitive advantage in a highly regulated and competitive market.
DCAM certified, Natalija also contributes to the development of the DCAM v3 Analytics Management framework with the EDM Council. Alongside her executive remit, she runs mentoring programmes at executive and senior leadership level, focused on building capability and fostering a genuinely data-driven culture across Entain’s global operations.