Patrícia Prates is a marketing leader who coordinated a variety of amazing projects in industries like technology, banking, software development and hospitality. When Superbet entered the highly competitive and thrilling Brazilian market, Patrícia knew that this will be her next challenge - to build up our brand in Brazil and empower people to discover the thrill of being Super.
Our interview with Patrícia was a sparkling conversation about life and career choices, discovering her vision on creating strong teams and understanding how she approaches every challenge with the right mindset.
Patricia, you took on an exciting challenge joining Superbet just as we entered in Brazil. While many would have taken a safer route, you made a bold choice to start building a new sports betting brand in a highly competitive market like Brazil. What convinced you to become a Superbetter?
I would start by saying safer routes were never appealing to me. I have always been restless about my personal and professional choices, and was attracted to the Superbet opportunity by the challenge itself. A new company arriving in a new market with exponential growth, preparing for imminent regulation. It was about surfing a new wave and growing with it. Plus, the hiring process called out my attention: everything was so well structured and thoughtful. My career has been paved by environments that were consistently going through significant changes - from the fast pace of a last mile delivery app to rebranding a fintech or going through multiple reorgs and scopes in the travel industry. Change is a constant in my professional timeline and I envisioned Superbet as a fast paced change in so many layers, from the company itself to the evolving market to building a business here from scratch. And must say, now, as I approach my first year as a Superbetter, I am passionate about what we have built so far.
You have a wealth of experience in marketing, across industries like hospitality, digital service apps or food and beverages. In your view, what is the future of marketing and what role does artificial intelligence play in creating immersive experiences for global audiences?
The future of marketing evolves fast and by the time you're reading this answer it will already feel old. AI is at the center of this transformation, enabling not only marketers but every single customer facing areas to develop more personalized, immersive and engaging experiences for global audiences. From a marketing centered perspective, it is already supporting us on data-driven decision-making, interactive content such as our "Super Telê" activation, and dynamic content creation such as videos, graphics and texts that align with user preferences.
We are known as a global tech & entertainment company, a CEE champion that is now making a bold step in Latin America, by entering Brazil. What have you discovered that you have in common with colleagues across our offices in London, Bucharest or Zagreb?
Passion and the boldness to excel are at the core of our culture. It is clear across all offices and regions that the "Super" factor is embedded in everyone's DNA. There is an undeniable energy as each individual strives to deliver exceptional results with speed and efficiency. Operating out of Brazil, it feels like we are part of a dynamic startup with the scale, impact and support of a global multinational. From providing the best possible customer experience on the app to creating the most engaging social media content, everyone is committed to excelling in their roles and driving growth.
Strong leadership abilities and the capacity to mentor others are some of the core attributes that we can find in senior leaders across Superbet. What is your perspective on leadership and how do you connect with the people in your team?
Since assuming the role of people manager a few years ago, I have prioritized open and collaborative relationships with my teams. I believe that partnership, autonomy and transparency are essential in all professional interactions, and this principle has been a cornerstone of my leadership style. I am committed to creating a safe, open environment where team members feel empowered to speak up and showcase their strengths. Autonomy is also a key aspect of my approach, as I believe it is the most effective way for individuals to develop their skills and gain a deeper understanding of their capabilities. My leadership philosophy is centered around offering guidance while trusting my team to take ownership, with the assurance that I am always available to support them as needed.
Superbet is well-known for having passionate people that follow or practice multiple sports. What are your favorite sports, and do you have any favorite moments across the history of sports in Brazil?
I love following Formula 1 - and have loved it since the times of Ayrton Senna. It was such a family program growing up - watching the races on Sunday, and to this day it brings great memories. Out of curiosity, my ultimate post-retirement plan is to travel the globe for a year following the F1 calendar.
Besides having Senna as an idol, another key moment for me was the 1994 Football World Cup, when Brazil became a 4 x World Champion. Winning the 5x in 2002 was also special, but in 1994 I was 9 years old and remember every single feeling from that day - from the nerves kicking in when the match got to penalties, to Roberto Baggio missing his spot kick, to celebrating with my brother and cousins at my grandma's house. As Galvão Bueno and Pelé would say (a very popular meme from the tv broadcast on that day), "É TETRA!".