The longer version
Heski runs growth at Cellxpert and writes about what he sees on the operator side of iGaming affiliate programmes. The competitive moves that quietly pay off. The marketing operations that scale and the ones that quietly collapse. The places where AI-assisted workflows actually save a team time, and the places where they cost a team more than they save.
His own route into this world was via building Football Ticket Pro at university, which started because he could never get United tickets and ended up being his first lesson in the unglamorous parts of growth: working with developers, running PPC, and learning that iteration beats inspiration every time. That mindset carried into a stint at Powtoon owning the GTM rollout for a new B2B product, which is where the love of structure and process replaced the make-it-up-as-you-go scrappiness.
When he is not deep in a growth experiment, he is supporting Manchester United through whatever phase of suffering they are currently in, and quietly arguing that the small details are where execution actually lives.