This week, Isabella Aslam speaks with Helen Ridley, Head of Customer Growth at SIS, for an open and insightful conversation about navigating change, understanding customers and building partnerships that last.

In the episode, they explore:
• How Helen’s early career in data and racing shaped her approach to customer growth
• The shift from retail-led to digital and what it means for customer relationships
• What truly makes a long-term, high-trust operator partnership
• How opportunities for women in gaming have progressed, and what still needs to change
• The lessons that have shaped Helen’s leadership journey