Matthew Caine Hassen
Hard Rock Digital
LANE COVE,NSW
32
years of professional experience
Accomplished and dynamic executive leader with over 20 years mastering vertical transitions in high-stakes sectors, transforming brick-and-mortar gambling giants, BPO, and energy markets into omni-channel digital leaders by integrating compelling and seamless user experiences that boosted retention by 65% across global markets. With highly transferable strengths in strategy development, strategic partnerships, CRM analytics, and business transformation, I'm equipped to drive immediate, meaningful change in sales, account management, or customer success-turning legacy systems into innovative, revenue-powering ecosystems.
Work History
Senior Director, VIP Operations
2 Years 4 Months- Developed and executed go-to-market strategies for all digital VIP verticals in the USA, contributing to $400 million USD PBIT for the VIP customer segment.
- Created omni-channel strategies for high-value customers, integrating digital and brick-and-mortar experiences.
- Designed the VIP organizational structure and recruitment plans to support rapid expansion.
- Built governance frameworks, policies, and control documentation to ensure operational efficiency.
- Established risk management frameworks and operational controls, fostering regulator confidence.
- Acquired, maintained, strengthened, and grew high-value customer relationships through leadership of VIP hosts and support staff.
- Developed and executed customer experience strategies that grew segment value, servicing digitally acquired players and integrating with property-based teams.
- Launched operations in 6 distinct markets across the US and Canada.
- Hard Rock Digital, Hollywood, FL (with offices in New Jersey, Austin, and Toronto)
Head of VIP
3 Years 11 Months- Served as a member of the Tabcorp Leadership Team and Wagering Leadership Team.
- Led, engaged, and developed teams to foster a high-performance culture, recruiting and retaining top talent.
- Worked with EGM Wagering to develop, implement, and manage the strategic business plan.
- Managed the VIP business as Cost Centre owner with complex CAPEX programs and OPEX discipline. Used sound financial planning, exceeding targets for turnover, revenue, expenses, and delivering >$200 million PBIT in 2019-2021.
- Liaised with broader business groups to review programs and growth opportunities.
- Led business planning processes to ensure partnership alignment and mutual outcomes.
- Ensured operating compliance against license and regulatory conditions, developing procedures to maximize performance.
- Grew the account management team from 4 to a multi-state, multidisciplinary team of 35.
- Tabcorp, Sydney, Australia
Head of Sales and Key Accounts
2 Years 1 Month- Developed and drove implementation of customer experience strategies for VIP clients across Australia and New Zealand.
- Drove top-line growth and bottom-line efficiency, achieving YOY growth for the largest revenue stream.
- Partnered with internal stakeholders to understand market needs and translate into positioning and product requirements.
- Brought innovation to differentiate and position Betfair in the marketplace.
- Leveraged cross-functional teams, including sales, operations, data science, and marketing, to implement strategies.
- Utilized analytics and insights to develop sales processes and management systems.
- Analyzed data segments to identify high-value customers during onboarding and tailored journeys to maximize lifetime value.
- Defined KPIs and monitored performance for the national team of sales and key account managers.
- Tracked and managed ROI for operational expenditure.
- Implemented and improved sales and key account management capabilities via processes and CRM tools.
- Negotiated strategic commercial agreements to drive top-line revenue growth.
- Served as a member of the Senior Leadership Team and Strategy Working Group.
- Personally engaged and completed an enterprise agreement with the world's largest professional gambler, generating >$400 million in turnover.
- Transformed the team of account managers into a functional business development/account management hybrid model with dedicated support teams.
- Betfair, Melbourne, Australia
Key Account Manager - QLD, NT, and New Zealand
1 Year- Drove strategies, relationships, and activities to identify and acquire new VIP-level clients.
- Developed and maintained premium customer relationships autonomously within assigned territories.
- Met with premium clients to improve relationship development and VIP management.
- Developed sales plans and strategies to maximize client business and product awareness, growing share of wallet.
- Worked with stakeholders to deliver events strategies and managed clients at events.
- Analyzed data for effective key account retention, growth, and targeting of potential clients.
- Improved gross turnover by 79% YOY.
- Improved retention rate by 65% YOY.
- Betfair, Brisbane, Australia
Queensland State Manager
1 Year 5 Months- Hired and onboarded contractors to deliver residential energy products for AGL Energy's direct sales channel.
- Managed autonomous control of the Queensland market for Australia's second-largest one-to-one customer development company.
- Procured and developed new business opportunities.
- Managed 85 direct sales contractors and 10 team leaders.
- Identified and managed risks, including asset management.
- Liaised with direct sales clients for Queensland.
- Developed incentives, compliance frameworks, and progression planning.
- Set, reviewed and achieved sales targets.
- Managed compliance, auditing, legal responses, and reports to the Ombudsman.
- Managed payroll, reporting, strategic planning, territory management, and sales strategy.
- Focused on leadership development and progression planning.
- CPM Australia, Brisbane, Australia
Queensland State Manager
7 Months- Engaged contractors to deliver residential energy products, including solar PV and hot water systems.
- Procured and developed new business in the Queensland market.
- Managed 45 direct sales contractors, 5 team leaders, and directly employed office/training staff.
- Identified and managed risks, assets, and stock control.
- Set and achieved aggressive sales targets in a competitive energy market.
- Managed compliance, auditing, legal responses, and reports to the Ombudsman.
- Managed payroll, reporting, strategic planning, and territory management.
- Emphasized leadership development and progression planning.
- Enact Energy Australia, Brisbane, Australia
Queensland State Manager
4 Years 6 Months- Engaged contractors to deliver residential energy products for Origin Energy's direct sales channel.
- Managed autonomous control of the Queensland market for Australia's largest one-to-one customer development company.
- Served as Master Practitioner and Trainer of Precision Selling (TM), a derivative of NLP.
- Procured and developed new business opportunities.
- Managed 70 direct sales contractors, 6 team leaders, and directly employed office/training staff.
- Identified and managed risks and assets.
- Set and achieved sales targets in a competitive energy market.
- Handled industry compliance, auditing, legal responses, and reports to the Ombudsman.
- Managed payroll, reporting, and grew the business from a new market to the second largest nationally.
- Oversaw strategic planning and territory management.
- Focused on leadership development and progression planning.
- Salmat, Brisbane, Australia
Police Officer - Intelligence Analyst
12 Years 10 Months- Gained diverse experiences in high-pressure environments, developing interpersonal, communication, and conflict resolution skills.
- Served in general duties across urban and remote communities for 9 years.
- Prepared and presented complex court briefs and coronial reports.
- Conducted strategic and tactical intelligence assessments.
- Developed service-wide best practice frameworks, policies, and methodologies.
- Participated as a member of the National Counter Terrorism Task Force, contributing to intelligence for the 2000 Olympics and 2002 Commonwealth Heads of Government conference.
- Held National Secret clearance and served on several National Organised Crime Task Forces.
- Acted as principal intelligence analyst for over 90 extended covert police operations.
- Queensland Police Service, Queensland, Australia
Education
MBA
Ongoing Not Complete
Accelerated Degree Completion Program - Business
Justice Administration - Adv.Diploma
Skills
Revenue & Profit Growth
Customer Lifecycle Management
Strategy Development
Business Transformation
Project Ownership
Team Leadership & Development
Risk Management & Compliance
CRM & Data Architecture and Analytics
Pipeline Management & Forecasting
Loyalty Programs
Client Retention & Upsell
High-Performance Culture Building
Regulatory Frameworks
Cross-Functional Stakeholder Engagement
Awards
- Queensland Police Valor Award
- Australian Bravery Medal
Personal Information
Willing To Relocate: 1
Timeline
Senior Director, VIP Operations
Hard Rock Digital
10.2021 - 02.2024Read More
Head of VIP
Tabcorp
11.2017 - 10.2021Read More
Head of Sales and Key Accounts
Betfair
09.2014 - 10.2016Read More
Key Account Manager - QLD, NT, and New Zealand
Betfair
09.2013 - 09.2014Read More
Queensland State Manager
CPM Australia
05.2011 - 10.2012Read More
Queensland State Manager
Enact Energy Australia
07.2010 - 02.2011Read More
Queensland State Manager
Salmat
02.2005 - 08.2009Read More
Police Officer - Intelligence Analyst
Queensland Police Service
05.1992 - 03.2005Read More
Griffith University
Justice Administration - Adv.Diploma
Read More
University of Bridgeport
Accelerated Degree Completion Program from Business
Read More
Griffith University
MBA
Read More