Entain's Lizzie Crutchfield believes in lifting others as you rise

Entain offers fabulous career paths and recruits many talented women.

Let's hear from Entain Senior Project Manager & Chair of Women in Power UK, Lizzie Crutchfield.

Clear objectives and accountability are key

Through her role, Lizzie focuses on strategic planning and bringing people together to deliver.

"I work closely with the Gaming Leadership team across Retail and Digital and I'm responsible for coordinating Entain's annual, quarterly, and monthly plans to ensure alignment and clarity across the organisation," explains Lizzie. "When larger items arise that need project support, I’ll lead in making sure those items are delivered. Pulling in people across the business, ensuring everyone is clear on the objective and then steering, prompting and holding individuals accountable is key. For example, I recently worked to deliver a new proposition on our Poker product across all of our markets globally and all of our labels. This was a great cross functional opportunity as it brought in commercial, marketing, analytics, tech and product development and loads more."

Lizzie is passionate about building engagement and culture within the gaming team and wider business. She also brings development and culture into all aspects of her projects. "It's an amazing position to be as I get to work across a broad spectrum of products, channels and areas, with people from all over Entain. And I put my gaming and marketing knowledge to the test every day," says Lizzie.

Understanding customer needs

Lizzie's career began in customer service over a decade ago. This provided a foundation that taught her the importance of understanding customer needs.

Transitioning into gaming promotions was a pivotal moment in Lizzie's career, and she says that she is deeply grateful for the people who believed in her during that time.

"My goal-oriented nature drove me to learn everything I could about digital gaming, spanning Slots, Live Casino, Bingo, Poker, Virtual Sports, Lotto, and traditional Casino. The clear path for progression within Gaming, alongside Entain's incredible support and motivation, pushed me to aim higher," explains Lizzie.

Leading the Ladbrokes Propositions team was particularly fulfilling, for Lizzie. It provided her with an opportunity to launch major promotions like Instant Spins.

Mentoring for success

An element that has surprised Lizzie the most, was the immense joy she found in developing her team and watching them achieve their own successes.

"This experience taught me that everyone has different motivations and communication styles. Understanding the 'why' behind their actions and observing how they prefer to interact has been invaluable in managing a team and stakeholders at all levels," reflects Lizzie.

With aspirations of becoming a Gaming Director, Lizzie moved into project management to broaden her experience and continue her growth.

"I’m eager to take on new challenges, recognising that career paths are often non-linear, which I’ve come to see as part of their beauty," says Lizzie.

An inclusive and supportive place to work

Lizzie says she is fortunate to have worked within fabulous teams.

"I can definitely say that if you want to progress, grow or just need a hand or a chat, then there is always somebody at Entain who is ready and willing to help."

Entain has multiple communities covering Women in Business, the LGBTQ+ community, Black Professionals, and Neurodiversity - with more work being done every day to make Entain a more inclusive and supportive place to work.

"I’m forever grateful for the support I received in setting up the group I chair for Women in Gibraltar: Women in Power, which aims to provide tangible skills, a safe space to share experiences, and helps women be more in control of their own careers.

Good support to reach career goals

Lizzie openly encourages women who may be considering a role at Entain not to be deterred by any misunderstandings or lack of knowledge about of the betting industry. "It’s a vibrant environment with many diverse opportunities existing far beyond sports. Whether your interests lie in marketing, project management, data analysis, or customer experience, there’s room to grow here at Entain."

Qualities that Lizzie values the most are a positive attitude and a growth mindset. "Those who are willing to dive in, collaborate, and continuously learn are the ones who thrive. Entain offers lots of support to help you reach your goals, and the journey can be incredibly rewarding."

Highlighting achievements and impact

Lizzie has enjoyed working with several mentors over the past few years and is incredibly grateful and humbled by the time they have generously given.

One of these mentors said to Lizzie that the best way to get noticed and start building a name for herself was to identify a gap in the business and fix it. This could be something commercial. It could be an opportunity or perhaps an operational challenge.

"Taking initiative to find solutions is key. Beyond just fixing the problem, it’s crucial to communicate your success effectively. Share your achievements widely, and let your impact be known – you can always ask a mentor, sponsor or your line manager for help with this. There’s no need to go it alone," advises Lizzie. "Such an approach not only helps the business, but it also builds your reputation and opens up new opportunities."

Lifting as you rise

Lizzie is a past winner of the Women in Gaming Diversity Awards, taking home the Star of the Future category [pictured above].

Yet, amid her considerable success, one of the guiding principles that Lizzie chooses to live her life by is 'Lifting as you Rise.'

"As you progress in your career, you should invest time in helping others do the same," suggests Lizzie. "For example, through the Women in Power group I chair, I’ve had the opportunity to mentor and support numerous women in their career development. Whether it’s providing guidance, sharing experiences, or creating opportunities, I’m committed to fostering a culture where we all succeed together."

Enjoying her downtime

Lizzie is passionate about live music, comedy, and traveling. She often enjoys combining these interests by attending concerts and shows in new cities. "This year, I’m excited to explore Marrakech, Rome, and Dubai - immersing myself in different cultures and cuisines," says Lizzie.

"At home, I enjoy DIY projects and decorating, which I find both relaxing and creatively fulfilling. I also cherish time spent with friends and family, particularly those in Spain, where we often get together to enjoy the outdoors and good company."