Andy Murphy is a senior acquisition and performance marketing leader with over a decade of experience driving digital growth across highly competitive markets. He currently works at Sky Bet (Flutter UK&I), where he leads acquisition strategy at scale, with a strong focus on sustainable, value-led customer growth. Across his career, Andy has worked both agency-side and in-house, spanning retail, digital-first, and regulated environments. He is known for building practical experimentation frameworks, strengthening measurement and forecasting, and connecting marketing performance to genuine commercial outcomes.