From university in the United States to the heart of UK iGaming communications in London, Amber’s career path is as fast paced as her rowing training. At SITA, she combines a demanding training schedule with a diverse set of tasks for some of the biggest and most ambitious providers in the industry. Take a look at how she navigated a steep learning curve to find her flow in the world of B2B PR.

From Austin to iGaming: Why SITA?

After studying PR at the University of Texas at Austin and working in sports media at the University of Washington, I returned to the UK after five years in the States. I initially aimed for PR roles in the sports sector, and iGaming wasn’t an industry I had considered. However, I knew I wanted a content development role in a fast paced, creative agency environment with diverse clients. SITA stood out immediately as exactly that. From my first interview, it felt like the right fit, and I’ve since discovered that the iGaming industry is far broader and more dynamic than I expected.

Balance in motion: Rowing and hybrid work

Outside of work, I am a high‑performance rower working towards returning to the national team after time off due to injury. With a training schedule of two sessions a day, balancing sport with a full‑time role can be challenging. The hybrid setup at SITA and access to a fully equipped gym just a short walk from the office have made it possible to manage both. With such a demanding schedule, I often look forward to time at my desk, and the London team has made that time even better.

The daily deep-dive, from podcasts to press releases

My day usually starts by checking emails and Teams for updates, followed by sending any press releases scheduled for the morning and completing streamer content duties. After that, every day looks different. I might have client or journalist calls, follow‑ups, or editorial pitches, or I may dive straight into writing, whether it’s press releases, Q&A editorials, award entries, long-form editorial content, or product showcases. My clients vary widely, from sportsbook providers and slot developers to cybersecurity specialists and AI customer service experts. I’m also part of the team that develops the ‘In Her Element’ podcast published on our air_space LinkedIn channel, which explores the journeys, success stories and challenges that high-profile women face in the industry. With constant content creation and a fast‑growing sector, no two days are the same.

Levelling up my career in PR

My learning curve at SITA has been incredibly steep, and even after five months, it hasn’t levelled out. I was exposed to every part of the role from day one: content writing, client calls, and journalist outreach. Each day I feel more confident thanks to the guidance of my colleagues, and more capable of taking a piece from ideation through to publication. PR goes far beyond press releases, and SITA excels across every element. Through multi-media content creation and the depth of industry expertise in the office, I have every tool needed to grow, get creative, and deliver genuinely newsworthy and insightful work for clients.

Want to work with Amber?

SITA is currently looking for a new, highly ambitious Account Executive to work across a range of our B2B PR accounts. To find out more, click here