Catena Media Promotes Stefan Grech To Lead AI And Automation Strategy
The iGaming affiliate has appointed Stefan Grech as Senior Vice-President of Technology as it expands its use of artificial intelligence and develops new revenue opportunities.
Catena Media has promoted Stefan Grech to Senior Vice-President of Technology, placing him in charge of advancing artificial intelligence and automation across the company's operations as it continues to diversify its business.
Grech, previously Director of Technical Operations, will lead efforts to strengthen Catena Media's digital infrastructure and integrate AI-driven technologies throughout the organisation. His appointment comes as the iGaming and sports betting affiliate explores additional revenue streams beyond its established performance marketing activities.
Having joined Catena Media in 2020 as Corporate IT Team Lead, Grech has held several technology-focused positions within the business, including Head of Infrastructure. His promotion reflects the company's preference for developing internal leadership while drawing on his experience of its existing systems and operational requirements.
AI And Automation Become Strategic Priorities
In his new position, Grech will oversee technology initiatives intended to improve operational efficiency, support automation and strengthen Catena Media's ability to develop new commercial opportunities. The company has identified artificial intelligence as an increasingly important component of its technology strategy, particularly as changes in digital search and consumer behaviour affect the affiliate marketing sector.
Catena Media CEO Manuel Stan said Grech's familiarity with the business and relationships across its departments made him well suited to lead the next stage of its technology development.
“Stefan knows how we work, has strong relationships across the business and brings the institutional knowledge we need,” Stan said. “As we embed AI and automation across Catena, he is the right person to lead our technology team. His appointment also reflects the value we attach to building leadership from within.”
The appointment comes during a period of technological change for affiliate businesses, with AI-powered search tools and evolving search engine behaviour creating new challenges for traditional customer acquisition models. Catena Media has not disclosed specific investment commitments or implementation targets associated with Grech's expanded responsibilities.
Appointment Follows Expansion Into New Markets
Grech's promotion also follows Catena Media's efforts to diversify its operations through investments and expansion into emerging digital markets. The company has entered the prediction markets sector and made a strategic investment in Repackz.fun, a platform operating in the packet-ripping market.
These developments form part of a broader effort to identify revenue opportunities outside Catena Media's traditional iGaming affiliate activities. Strengthening its technology capabilities is expected to support that strategy as the company evaluates new products, platforms and commercial models.
The leadership change follows comments from Stan in a preliminary third-quarter trading update published in October, when he warned that the company's forthcoming results would reflect a “rapid and fundamental shift” in search trends.
Those changes have placed additional pressure on established affiliate marketing models, increasing the importance of adapting digital operations and reducing dependence on conventional search-driven traffic.
By appointing an executive with six years of experience within the organisation, Catena Media is seeking continuity in its technology leadership while accelerating the adoption of AI and automation. Grech will now be responsible for translating those priorities into operational improvements as the company responds to changing market conditions and develops its newer business activities.
