EstrelaBet has promoted Lorena Lima to the role of director of customer experience and expansion.
First joining in June 2023 as head of customer experience and insights, she was promoted to head of customer experience and operations in October 2024.
Prior to joining the Brazilian brand, Lima spent three years with software development firm QuintoAndar in a pair of customer experience positions from May 2020 to April 2023.
Since joining EstrelaBet, Lima has played a role in establishing the operator’s operational excellence team and founded its customer voice committee.
During this time period, EstrelaBet has rolled out a new Android app and invested in its AI-powered chatbot service, Estela.
João Gerçossimo, EstrelaBet CEO, said: “Lorena played a fundamental role in structuring our CX area and consolidating a truly user-centric culture.
“Her strategic vision, combined with her execution skills, is essential for EstrelaBet’s next growth cycle.”
Lima added: “Taking on this new position is a recognition of the work built over the last few years and, above all, of the strategic importance of customer experience for the sustainable growth of EstrelaBet.
“Our challenge is to scale while maintaining proximity, efficiency, and an increasingly simple and secure journey for the user.”
Earlier this month, Gerçossimo told EGRhe wants the operator to become the leading brand in Brazil within the next five years.
Meanwhile, the Brazilian Federal Revenue Service said it collected BRL8.8bn (£1.2bn) in taxes from online gambling for the first 11 months of 2025, with the market having regulated on 1 January.
The tax income could be further boosted after the Brazilian Senate approved a 15% tax on player deposits, which would bring in an estimated BRL30bn per year – the funds will be allocated to the country’s National Public Security Fund.
Plans are also in the offing to up the GGR tax rate from 12% to 18%.
Arnold Ash is EGR’s Executive Recruitment Partner. They support ambitious organisations to identify and attract industry leading executive talent. Find out more here.
The post EstrelaBet promotes from within for new director of customer experience first appeared on EGR Intel.
Lorena Lima joined the Brazilian operator in 2023, holding roles of head of customer experience and insights and head of customer experience and operations
The post EstrelaBet promotes from within for new director of customer experience first appeared on EGR Intel.