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Malta-based Rootz has appointed Maria Boelius as chief revenue and operations officer.

Founded in 2018, Rootz specialises in backend provision for online casino brands, with Wildz leading its client portfolio.

Boelius has previously owned and operated online casinos and affiliate companies.

She started her career in banking before moving into iGaming as country coordinator for Finland at Redbet.

In 2013, Boelius opened her own affiliate marketing network, MH Media, a company that focused on SEO for various lead generation websites. 

Later, she co-founded online casino company Mozebra, which was eventually acquired by Spiffbet in 2020.

Boelius, who also held the position of CEO at Mozebra, continued with the company in the role of chief operating officer.

Rootz praised Boelius as an industry authority in strategy, marketing, profitability, and product launches, “with a heavy focus on making the most of the latest technology to optimise operations”.

Boelius said: “What drew me to Rootz is the integrity of the company, the reputation of which I have admired for some time. It’s a pleasure to work with the teams in what I believe is going to be a productive and rewarding time.”

Rootz CEO Sam Brown described her as “a seasoned professional and experienced leader, with a style and drive that aligns closely with our core values.” 

He added: “She brings a wealth of practical expertise to the business and I’m confident she will add strength, depth and diversity to our ever-evolving leadership team.”

Brown assumed the role of CEO last year, succeeding co-founder Lasse Rantala, who transitioned to the position of chair of the board.

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