Inside PokerStars: Passion for PokerStars ‘family’ at core of Lizzie’s marketing adventure
Lizzie Wilson, Marketing Communications Manager at PokerStars, discusses her role and how she got there
The word peppers our conversation – never forced or deployed because it’s the right word to use. It just comes out naturally.
Lizzie Wilson, Marketing Communications Manager with PokerStars has a passion – that’s the word – for what she does, and it extends much further than a standard 9-to-5 approach to her work and the company itself.
An example to illustrate this point: a second word she uses regularly during our time is in relation to PokerStars being a ‘family’. Once more, not a buzz word she thinks she should use, it’s just how she feels about what she does and the people she shares her time with.
Monte Carlo or Las Vegas?
I studied Environmental Geography at the University of York, diving into everything from geopolitics to marine biology. That passion took me to Australia, where I worked in wildlife sanctuaries
Being “on the ground” – her words – at PokerStars live events with the ‘family’ in such exotic locations as Monte-Carlo or Las Vegas seems a long way away from her humble beginnings on the Isle of Man though?
“I actually started out in a completely different field”, Lizzie explains. “I studied Environmental Geography at the University of York, diving into everything from geopolitics to marine biology. That passion took me to Australia, where I worked in wildlife sanctuaries, before returning home to the Isle of Man.”
Lizzie Wilson at the table at the Irish Poker Open in Dublin
And it was back there that she says she discovered her “real passion”.
“After gaining [marketing] agency-side experience, I worked for a television distribution company, marketing and selling content to broadcasters around the world.”
It was with these first steps that Lizzie began her career journey towards PokerStars.
“That really sparked my love for storytelling and showed me the power of connecting with audiences through compelling content. From there, I entered the gaming industry with Games Global, working in a B2B role with studios that create online casino games.
“I loved the space but wanted to work more directly with consumers. That’s when I made the move to PokerStars and stepped into a B2C role, which has been an incredible journey ever since.”
PokerStars Memories
It’s a journey which has taken her to the far side of the world and back again. Yet London in November 2024 is a moment Lizzie remembers as the real standout of her time in the PokerStars family – so far anyway.
“One of my favourite memories has to be the Women’s Winter Festival at the Hippodrome”, she offers, with a hint of a smile. “PokerStars has always backed women in poker, and this event was the perfect example of that commitment in action. After we brought Kerryjane Craigie on board as our Women in Poker ambassador, we started working on an idea that could make a real and lasting impact. That is how the Women’s Winter Festival was born.
“We decided to put a £100,000 guarantee on the Main Event. It was a bold move, but one we felt strongly about. The atmosphere throughout the event was electric. New players sat next to some of the best in the world, all just enjoying the game they love.”
Lizzie at EPT Monte-Carlo
As she reflects further, you can see the enthusiasm light up her face: “One moment that will always stay with me was when we hit the number of entries that made it the largest women’s poker tournament outside of Vegas. KJ made the announcement to the room, and the reaction was incredible. Everyone just lit up. The sense of pride in that moment was something I will never forget.
“The player feedback reflected exactly how we felt. It became the highest-rated event we have ever run. Because of that success, we are bringing it back. The Women’s Summer Festival is heading to London this August, and I cannot wait to see how it all unfolds.”
Passion for All
Meanwhile, back on the Isle of Man, there’s another woman that Lizzie cannot go much further on without mentioning. She says that this particular person, through her infectious energy and passion, has made “PokerStars such a special place to work”.
“May Maceiras has an incredible passion for bringing more women into the game, and she’s been running weekly women’s-only poker tutorials in our Isle of Man office.
“Thanks to her, we now have a growing group of female players who are excited, confident, and engaged. After staff tournaments, you’ll hear them discussing strategies and hands. It’s a joy to witness.”
At NAPT Vegas
Lizzie adds: “Recently, during the SCOOP staff invitational, one of May’s ‘tutees’, Megan Mitchell, took home the win. Our iompokerladies Slack channel turned virtual rail, was buzzing with support and celebration. The level of encouragement and community really summed up what makes PokerStars such a special place to work.”
The Day-to-Day at PokerStars
It’s about time we steered the conversation back to what Lizzie does and dial down through the detail a bit – even if she wants to continue pointing to others to heap praise on.
“I manage the PR function at PokerStars and lead a small (but mighty) team of three. Between us, we handle communications across everything from live events and online products to content and player engagement campaigns.”
She continues: “We’re the ones making sure our messaging hits the right mark with media. That includes everything from announcing new series and launching products to finding fun and engaging ways to tell our story and connect with our community.
“Another big part of what I do is working closely with the Group Corporate Communications team. It’s all about keeping things aligned across the board so we’re speaking with one clear voice, no matter the audience.”
These events go far beyond the poker tables. They are an opportunity to bring the brand to life, create content that tells a story, and show the world what PokerStars is all about
It’s this consistency of tone and, ultimately, storytelling that Lizzie knows to be so important to such a large and player-focused company as PokerStars.
“Part of my job is connecting the dots between internal planning and external storytelling. I work with different teams across the business to make sure what we are saying externally reflects what we are doing internally. It is all about telling a consistent and engaging story.
“We also work very closely with our live events team to create unforgettable experiences for players and media. These events go far beyond the poker tables. They are an opportunity to bring the brand to life, create content that tells a story, and show the world what PokerStars is all about.”
Online Poker Business
While PokerStars’ live events are legendary in the business, there’s also its rather huge online machine that Lizzie has a vital hand in. It’s a realm that is ever-changing and constantly evolving. How does she keep up with the pace?
“We are always adapting”, Lizzie says without missing a beat. “The space is constantly evolving, so we work with product, content, and digital teams to keep our campaigns fresh and exciting. One great example is the SCOOP and WCOOP Leagues. We introduced a team-based format that gave players the chance to support captains, earn points, and compete toward a shared goal.
“This added a whole new layer of excitement and helped deepen player involvement throughout the series. It also created rich, compelling content that could be followed by media outlets—helping bring the series to life for a wider audience and showcasing the scale and passion of the online poker community.”
And the response?
“Incredibly positive, and it was also a real showcase of cross-functional teamwork across the business. So many teams came together to bring this to life, and it showed what we can achieve when we collaborate with a shared purpose. It has been a great example of how we can elevate the online experience through creative storytelling and thoughtful, integrated planning.”
Media networking at ESPT Malaga
PokerStars Family
It’s proving hard to keep her on the theme of her own achievements and the work she does. She’s off applauding others again.
“I want to highlight my entire team within Marketing Engagement and Communications. They are, quite simply, the best in the business. We work incredibly closely, support one another through every challenge, and collaborate in a way that allows us to cover all bases and lead by example.
“If I were to single out one person, it would be my line manager, Dave Curtis. His leadership has played a huge role in shaping who I am today, both professionally and personally. Dave empowers us to make bold decisions, challenge the norm, and pursue ideas with confidence. I won’t say too much more, or he’ll start thinking he’s some kind of guru, but the truth is, having that kind of support and trust from someone who leads by example makes all the difference.”
We pour so much passion into these projects. When players and media respond positively, it means everything
At the live events, the days are long and the work constant. But the team is rock-solid close, and the efforts never go unnoticed.
“The PokerStars team feels like family. At events, it’s a “work hard, play hard” atmosphere, and some of my closest friendships have been built through these shared experiences. Even when things get tough, there’s something so rewarding about celebrating the wins together. Whether it’s over a well-earned drink after a long day or seeing our efforts recognised in the media, it always feels worth it.”
Lizzie adds: “Bringing activations to life, like at the Irish Open, NAPT Vegas, EPTs, and the Women’s Festivals, is another major highlight. We pour so much passion into these projects. When players and media respond positively, it means everything.”
Privilege
You really get the feeling that Lizzie never takes her job, or the people she meets, for granted. It’s a privilege to do what she does, she says.
“Travelling the world, introducing new people to the world of poker, and showcasing well-known figures who love the game is also a huge part of what makes this job so unique. It’s such a privilege to be able to bring people together through something they’re passionate about.”
What lies on the road ahead for Lizzie now? The last number of years have been action-packed to say the very least. One thing is certain though, her dual passion for marketing and people will decide the next steps.
I have had some brilliant mentors and managers along the way, and I want to pay that forward by building strong teams
“In the next five to ten years I see myself continuing to grow as a strategic leader in marketing and communications. I would love to be in a role where I can help shape the direction of a brand I care about, while still staying close to the creativity, storytelling, and teamwork that I love so much.
“I also hope to be supporting others in their growth. I have had some brilliant mentors and managers along the way, and I want to pay that forward by building strong teams, encouraging new ideas, and creating a space where people can do their best work and enjoy doing it.”
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