EstrelaBet, a premier gaming technology company in Brazil, has officially announced the promotion of Lorena Lima to the position of Director of Customer Experience and Expansion.
Lima originally joined the organization in 2023 as the Head of CX, where she played a pivotal role in structuring the department during a critical phase of corporate growth. Her elevation to the director level signals a renewed focus by EstrelaBet on operational excellence and strategic scaling within the regulated market.
A Proven Track Record in Digital Transformation
Lima brings over 15 years of professional experience in customer service, operations, and digital transformation. Her career includes significant tenures at major organizations such as General Motors, Universidade Estácio, and Quinto Andar. At these companies, she managed diverse teams and led productivity initiatives centered on data driven decision making.
Since joining EstrelaBet, Lorena Lima has been instrumental in modernizing the gaming experience. Her most notable achievement is the successful deployment of Estela, a generative AI chatbot. This innovative tool now handles over 60% of all client requests without human intervention. By integrating empathy with technology, the system interprets user emotions and context to resolve issues efficiently.
Leadership and Strategic Vision
João Gerçossimo, CEO of EstrelaBet, praised the appointment as a testament to the company culture of nurturing internal talent. He noted that Lima was essential in forging a mindset centered on the user, combining a strong strategic roadmap with the ability to execute complex projects.
Lima stated that her new role recognizes the strategic importance of customer experience for the sustainable growth of EstrelaBet. She emphasized that her primary challenge is to scale operations while ensuring the user journey remains simple, safe, and efficient.
Commitment to Excellence and Integrity
This leadership change aligns with the broader strategy of EstrelaBet to invest in innovation and increase female representation in the online entertainment sector. The company remains a dominant force in the industry, holding a license in the regulated Brazilian market. EstrelaBet has received numerous accolades, including recognition at the SBC Awards Latinoamérica and the SiGMA Americas Awards.
The operator is also distinguished by its dedication to responsible gaming, underscored by partnerships with the International Betting Integrity Association and its historic sponsorship of the FIFA Women’s World Cup in 2023.
