CRM Manager

Meet Anna Punga, CLCM Director at Sportserve (based in Malta, originally from Latvia). Anna’s career didn’t start in iGaming. Early on, she worked in a government role in Latvia at a time when stability mattered most. She also took on different jobs along the way, doing whatever was needed to keep moving forward. A big turning point was her chance to study English in Canada for six months. That experience opened her eyes to international environments and made her realize there is more out there than the life she once imagined in Latvia. When Anna moved to Malta, she entered iGaming from the ground up, starting as a telesales/call center agent. It wasn’t easy, but instead of staying there, she pushed herself toward what she truly enjoyed: understanding player segments, performance, and commercial impact. Her path into CRM is a story of determination (and a bit of bold negotiation). When she was told she “didn’t have the experience” for a CRM Manager position, she proposed a clear deal: give her the chance, and if she delivers the growth within a set period, the role becomes official. The results followed, including major KPI growth that opened the next doors in her career. In male-dominated environments, Anna’s mindset has always been simple: focus on delivery, keep learning, and move forward. She believes women are capable of handling a lot at once — and that strength shows in how we build careers, families, and everything in between. Anna’s advice to young women entering tech or iGaming: “Don’t burn yourself out trying to prove you’re better. Observe, learn, and improve. Work hard, but don’t make weekends and long hours your lifestyle. Balance matters, because without it you won’t be able to deliver in the long run.” And for Anna, growth always comes back to one thing: curiosity. Staying curious, learning continuously, educating yourself about emerging technologies even outside iGaming, and thinking about how they can be applied to our industry — while always pushing yourself to think outside the box. Anna joined Sportserve in December 2024, and what she values most is the environment: hands-on work, a strong focus on technical development, and a flatter structure that allows teams to move faster and drive multiple projects forward. Outside of work, Anna resets in simple ways: cooking and baking (especially Sundays), long walks by the sea, spending time with her kids, and doing a proper barbecue with her own spices. And she has one personal rule that honestly deserves to be on a poster: laugh more 😄 Comedy shows are her go-to, because as she says, “Laughter really is the best medicine… a daily dose of Vitamin C for the soul (and probably the body too).”   #Sportserve #WomenInTech #Leadership #iGaming #CRM