28 FEBRUARY 2025
Rosiane Siqueira joined Betfair International in 2021 as the International PR Manager, bringing a wealth of experience in media relations and communications across multiple markets, including Brazil, Spain, Romania, and Colombia. Her journey at Betfair has been marked by dynamic challenges, career growth, and significant milestones that have shaped her professional development. Passionate about football and storytelling, she has played a key role in developing campaigns, strengthening brand reputation, and working alongside some of the biggest names in the sport. In this post, she shares insights into her career, pivotal moments, challenges faced, and what continues to inspire her at Betfair International.
Can you describe your first role at Betfair International and what attracted you to join?
I joined Betfair in 2021 as the International PR Manager, overseeing media relations and communications efforts across multiple countries, including Brazil, Spain, Romania, and Colombia. What truly drew me to this role was the perfect blend of professional challenges and personal passions—it felt like a dream job!
A key part of my role involves developing campaigns for our sponsorships and ambassador partnerships, particularly with football tournaments, clubs, and footballers. As a huge football fan, this was an exciting opportunity to combine my passion for the sport with my professional work. Betfair was looking for someone with extensive PR and communications experience, a keen eye for sports and football stories, and language skills—and I couldn’t help but feel like they had been searching for me all along! So, I happily jumped on board.
Were there specific projects or milestones that stand out as pivotal moments in your career?
In nearly four years at Betfair, the moments that stand out most are those that challenged me as a spokesperson. Hosting a podcast series with Rivaldo was a major highlight, where I interviewed him about his legendary career. Another unforgettable experience was during the 2023 Copa America, when I had the privilege of interviewing both Rivaldo and Ronaldo in front of a select audience of Betfair customers and affiliates. Very few journalists have had the chance to speak with these two icons together.
Additionally, I’m proud to represent Betfair in our CSR efforts in Brazil. Beyond football, creating initiatives that make a meaningful impact on the community has been incredibly rewarding. One memorable moment was when we brought Olympians to visit NGOs, where they shared their medals and spoke about how sport transforms lives. Experiences like these are what make my role truly fulfilling.
What challenges did you face during your career journey, and how did you overcome them?
PR is a fascinating field, where you build relationships with the press and protect a brand's reputation. However, it's also an area that many people don't fully understand. Even at big companies like Betfair, there’s often confusion about what PR actually does. Educating stakeholders on how we can cultivate strong, positive relationships with journalists was a challenge, but one that greatly contributed to my growth and the company's reputation.
PR is subjective and hard to measure—how do you quantify a relationship? Yet, it's crucial for building a brand’s reputation in any market. At the end of the day, every company wants to be seen as trustworthy and reputable, and PR plays a central role in that. It's not magic; it requires trust, education, and delivering results. At Betfair, I was fortunate to have incredible support from my managers and leadership, which enabled me to showcase the strategic value of PR in driving the company forward.
Is there a piece of advice you wish you’d received earlier in your career?
Absolutely! I wish someone had told me that perfection isn't expected from day one—and honestly, we’ll never be perfect, even after years in a role! Early in our careers, we often put too much pressure on ourselves, trying to prove we're the best in the field. But we tend to overlook the value of listening and learning. In any new role, even more senior ones, it’s essential to absorb as much information as possible, understand the company culture and processes, and take the time to really get to know your colleagues and stakeholders. The leadership team will appreciate your efforts to learn and grow, and your willingness to evolve together with the team.
What kind of support or resources has Betfair International provided that has helped you grow your career?
The development allowance offered by Flutter, along with the educational resources available to us, is a fantastic tool for growth. It encourages us to reflect each year on how we can continue developing. When setting my goals for the year, for instance, I always consider training and courses that can help strengthen areas where I'm less confident.
Mentoring, whether through official programmes or informal methods, is also something I truly value for my personal growth. Throughout my time at Betfair, I’ve had the privilege of being mentored by leaders and senior colleagues, and learning from their experiences has been invaluable. Don’t be afraid to ask for a chat or knock at someone’s door to see if they could be your mentor.
Lastly, the culture of constructive, peer-to-peer feedback at Betfair is another key driver of continuous improvement. Hearing feedback not just from your manager but also from colleagues who work alongside you every day is incredibly valuable for growth.
What motivates you to stay with Betfair International and continue contributing to its success?
There’s never a dull day at Betfair! The company, the markets we serve, and the industry itself are so dynamic, which means every day brings something new—a fresh project or challenge that sparks creativity. But above all, what I truly love about Betfair is its people. The environment and culture are amazing; I always feel welcome, and I’ve made genuine friends here. It’s important to me to work in a place where I can be myself and build meaningful connections, both professionally and personally, that help me grow every day. I have fun with my colleagues, and I wake up each day knowing that by the end, I’ll have learned something new and gained fresh insights.
Is there a mantra or personal philosophy that has guided you through your career?
Being myself is non-negotiable. I could never work in a place or role where I’m expected to pretend to be someone I’m not. I’ve always stayed true to my values and personality, and it’s worked out wonderfully so far! I’m transparent and genuine, and this approach has led me to amazing roles and connected me with incredible people along the way.
Rosiane Siqueira's journey at Betfair International has been an incredible ride—filled with challenges, learning opportunities, and unforgettable moments. Through her experiences, she has grown both professionally and personally and is excited for what the future holds. If you're looking for a place to grow, be inspired, and take on new challenges, explore career opportunities with us. Visit our careers page and start your journey today!
