Flutter Brazil has announced the appointment of Leonardo Martins as its new Head of Media and Martech, a move aimed at strengthening the company’s integrated marketing and technology operations in one of its fastest growing markets. The appointment marks a significant development for the brand as it continues to expand in Brazil’s competitive online gaming and betting landscape.
Martins brings industry experience across marketing, advertising and technology led initiatives. His prior roles have included leadership positions focused on digital transformation, media optimisation and data driven marketing. Industry observers note that his appointment aligns with Flutter’s broader strategy of combining media investments with advanced martech capabilities to improve customer engagement and compliance in regulated markets.
In its announcement, Flutter Brazil stated that Martins will oversee the company’s media planning, performance marketing, customer communication frameworks and the adoption of martech platforms across the organisation. His role will include responsibility for integrating marketing automation tools, enhancing audience segmentation and improving the overall digital experience for users within the Brazilian market.
The company has been expanding its local operations in Brazil following sustained market growth and rising consumer adoption of regulated betting platforms. The Brazilian government has been advancing the regulatory framework for online betting, which has resulted in increased competition and investments from global operators. Flutter, through its local brands, has been among the companies scaling up operations to meet demand. The appointment of Martins is seen as an effort to strengthen on ground leadership and deepen the brand’s regional understanding.
Reports indicate that Martins will focus on building a unified media strategy that aligns with Flutter’s global standards while being tailored to Brazil’s unique consumer behaviour patterns. This includes improving real time campaign optimisation, scaling digital channels and supporting product led marketing initiatives. The company highlighted that his experience in handling high growth digital portfolios played a role in his selection.
Brazil remains a key market for global gaming companies due to its expanding internet penetration, mobile first user base and a rapidly evolving regulatory environment. Industry data suggests that brands operating in the market are increasingly prioritising martech solutions to enhance customer acquisition and retention. The use of AI powered analytics, automated workflows and data driven insights has become central to marketing operations in the sector. Martins is expected to drive these capabilities to support Flutter’s growth targets.
In public statements following his appointment, Martins expressed that he is focused on strengthening Flutter Brazil’s position by building data informed marketing systems and improving coordination between media and technology teams. He noted that Brazil’s evolving digital landscape presents an opportunity for innovative approaches to customer engagement and brand communication.
Industry analysts have pointed out that companies in the gaming sector are accelerating investments in martech to comply with emerging regulations, improve transparency and deliver personalised user experiences. Flutter’s decision to elevate a combined media and martech leadership role signals a shift toward integrated structures that allow for faster decision making and closer alignment between marketing execution and technology operations.
The company has also been updating its internal structures to support the adoption of marketing automation and advanced analytics tools. These changes are aimed at improving campaign efficiency, reducing operational silos and enabling more accurate measurement of marketing outcomes. Martins is expected to lead these transformations, working with cross functional teams within the organisation.
Flutter’s expansion in Brazil has involved collaborations with local partners, enhancements in customer support systems and investments in responsible gaming frameworks. The integration of martech tools is expected to further support these efforts by improving monitoring systems and enabling more targeted communication based on user behaviour. The company has emphasised that data responsibility and user safety will remain central to all marketing and technology initiatives.
The appointment comes amid rising competition in Brazil’s betting and gaming industry. Several international operators have increased their marketing presence in the country ahead of regulatory formalisation expected to roll out over the next year. For companies operating in the sector, strong media planning, compliance ready communication systems and robust digital platforms have become essential for sustainable growth.
Martins’ role is expected to include oversight of partnerships with media agencies, technology vendors and analytics partners. His work will also involve aligning Flutter Brazil’s martech stack with the company’s global ecosystem to ensure consistency in data practices and technology adoption. Industry sources indicate that Flutter has been exploring additional investments in AI powered marketing tools to improve personalisation and predictive modelling.
With his appointment, Flutter Brazil has positioned itself to strengthen its data capabilities and marketing effectiveness as the company continues to navigate a rapidly evolving regulatory and competitive environment. The industry will be watching closely as Martins assumes the role and leads the brand’s next phase of digital and marketing development in Latin America’s largest market.