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Interview with Nadia Said Shakh – Head of Customer Support at ROIads
AffPapa recently interviewed Nadia Said Shakh, Head of Customer Support at ROIads, about her professional journey and the role of customer support in the iGaming industry.
Yeva: Nadia, you’ve built a career in customer support within the iGaming industry. What initially attracted you to this field, and how has your journey shaped your leadership approach at ROIAds?
I stumbled into the iGaming industry as an account manager, not knowing what to expect. What hooked me right away was the sheer scale of it all—the number of people working behind the scenes on something I had barely even heard of before. It felt like stepping into a whole new world, one full of opportunities to learn and grow.
Curiosity became my driving force. I wanted to understand everything—how the industry worked, what made campaigns successful, and most importantly, how to support both clients and my team effectively. Over time, I realized that my real passion wasn’t just about mastering the product or refining processes—it was about working with people. Leading, supporting, and helping others succeed felt like the most rewarding part of the job.
This journey has shaped the way I approach leadership at ROIAds. I’ve learned that empathy, open communication, and truly understanding both the product and the team make all the difference. My goal is to create an environment where people feel valued, supported, and motivated to do their best. Leadership, to me, isn’t just about giving direction—it’s about inspiring growth, just like I was inspired when I first started in this ever-evolving industry.
Yeva: Affiliate networks thrive on strong connections between operators and affiliates. What role does customer support play in ensuring smooth collaboration, and what challenges do you frequently encounter?
Even though we don’t work directly with operators and focus solely on affiliates, our customer support team plays a crucial role in their success. We help affiliates choose the right offers, share insights and best practices, and guide them toward better results—all while strengthening their partnerships with operators. More than just solving problems, we’re here to offer personalized support, build trust, and create long-term relationships. When affiliates feel supported, they’re more likely to grow their business with us, and that’s a win-win.
Of course, challenges come up. Sometimes, affiliates and operators have different expectations when it comes to campaign performance, payouts, or traffic quality. That’s where we step in—to set realistic expectations, mediate issues, and find solutions that work for everyone.
Technical issues are another common hurdle. Tracking errors, platform glitches, or integration troubles can throw a campaign off track. Our team works closely with tech experts to troubleshoot and resolve these problems quickly so that campaigns keep running smoothly.
And as affiliates grow, they often need help scaling their campaigns. We provide hands-on guidance on increasing traffic, optimizing budgets, and exploring new opportunities to help them reach the next level.
At the end of the day, it’s all about staying proactive and keeping communication open. When affiliates know they can count on us, they can focus on what they do best—running successful campaigns. And when they succeed, so do we.
Yeva: In your opinion, what are the top qualities of an excellent customer support representative in the iGaming sector?
In my opinion, the top qualities of an excellent customer support representative in the iGaming sector are:
- Industry Knowledge: A deep understanding of iGaming products, regulations, and trends.
- Problem-Solving Skills: The ability to quickly resolve issues and think on their feet.
- Empathy: A genuine concern for the customer’s experience and needs.
- Communication: Clear, professional, and friendly communication, both written and verbal.
- Adaptability: The flexibility to navigate fast-paced environments and respond to changing customer needs.
- Proactiveness: The ability to anticipate customer needs and offer solutions before issues escalate.
These qualities ensure exceptional support and help build trust with players in the highly competitive iGaming sector.
Yeva: What are some of the most common concerns or issues affiliates bring to your team, and how do you ensure these are resolved efficiently while maintaining a high level of service?
Affiliates often come to us with a range of concerns, and our team is committed to resolving these issues efficiently while maintaining a high level of service. Below are some of the most common challenges they face and how we address them:
1. Choosing and Setting Up Tracking Systems
Many affiliates are unsure which tracking system to use or how to configure it. Our team provides personalized recommendations based on their needs and budget—whether it’s a beginner-friendly option like Binom or a more advanced solution like Keitaro. We also guide them step by step through the setup process, ensuring seamless integration with our platform.
2. Selecting Offers and GEOs
Affiliates often struggle to determine which offers and GEOs will perform best. Our account managers leverage internal statistics and historical data to recommend high-performing combinations. We also stay updated on market trends to provide insights that align with their goals.
3. Lack of Creatives
Running successful campaigns requires compelling creatives, which not all affiliates have. To support them, we offer free creative design services through our in-house team. This ensures access to high-quality banners, landing pages, and ad copies tailored to their campaigns.
4. High Cost Per Conversion
When affiliates face higher-than-expected CPAs, our managers step in to optimize their campaigns. This includes refining targeting, testing new strategies, and providing whitelists of top-performing traffic sources. We also offer detailed performance reports to help them identify areas for improvement.
5. Scaling Campaigns
Affiliates looking to scale often need guidance on how to do so effectively. Our account managers suggest proven scaling strategies, such as increasing budgets, testing new GEOs, or diversifying traffic sources. Additionally, we can request higher traffic volumes from our partners to meet their growing needs.
By proactively addressing these concerns and providing tailored solutions, we ensure our affiliates feel supported and confident in their campaigns. Our goal is not just to resolve issues but to empower them to achieve long-term success.
Yeva: What tools or technologies does ROIAds implement to boost customer support efficiency?
At ROIAds, we leverage a variety of tools and technologies to enhance the efficiency and effectiveness of our customer support. These include:
1. CRM Systems: We use advanced CRM platforms to manage customer interactions, track issues, and maintain detailed records. This ensures seamless communication and quick access to customer history.
2. Analytics and Reporting Tools: We utilize data analytics to monitor performance metrics, identify trends, and proactively address potential issues before they escalate.
3. Knowledge Base: Our internal knowledge base enables our team to quickly access information, troubleshoot common problems, and provide consistent, accurate responses.
4. Automation Tools: We automate repetitive tasks such as follow-ups and status updates, allowing our team to focus on more complex customer needs.
By integrating these tools, we ensure that our customer support remains efficient, responsive, and always aligned with our mission to deliver exceptional service.
Yeva: Team culture plays a huge role in delivering outstanding customer service. How do you ensure your team remains motivated, engaged, and aligned with ROIAds’ mission?
Team culture is essential for delivering outstanding customer service. At ROIAds, we keep our team motivated, engaged, and aligned with our mission through:
- Clear Communication: Regularly sharing our vision and goals to ensure everyone understands their impact.
- Empowerment: Giving team members ownership and trust to make decisions that benefit clients.
- Recognition: Celebrating achievements to boost morale and motivation.
- Continuous Learning: Providing training and development opportunities to enhance skills.
- Collaboration: Encouraging teamwork and open communication across departments.
- Feedback: Creating a culture where constructive feedback drives continuous improvement.
- Work-Life Balance: Supporting flexibility to keep the team energized and engaged.
- Client Focus: Sharing client success stories to highlight the impact of our work.
By fostering trust, collaboration, and growth, we ensure our team stays aligned with ROIAds’ mission to deliver exceptional results.
Yeva: Managing customer support, especially in a high-demand industry like iGaming, can be both rewarding and stressful. What keeps you passionate about your work, and how do you stay motivated?
Managing customer support in the iGaming industry is both exciting and challenging, but that’s exactly what keeps me going. I love the fast-paced nature of this space and the fact that every day brings something new—whether it’s solving a tricky issue, streamlining a process, or helping an advertiser get better results. There’s nothing more rewarding than those “aha” moments when a solution finally clicks or hearing from customers that our support made a real difference.
But, what truly motivates me is my team. Watching them grow, tackle challenges, and hit their goals gives me a deep sense of pride. I love being able to support them, share knowledge, and create an environment where they feel empowered and valued. Seeing their progress and knowing I played a part in it is one of the most fulfilling aspects of my job.
Of course, there are stressful moments, too—that’s just part of the game. But I try to keep my focus on the bigger picture: the impact we’re making, the people we’re helping, and the constant evolution of the industry. And when things get overwhelming, I remind myself to take a step back, recharge, and keep that work-life balance in check. At the end of the day, it’s the mix of meaningful work, an amazing team, and the thrill of working in such a dynamic industry that keeps me passionate and motivated.
Company: ROIads
Interviewee: Nadia Said Shakh
Date: 09.04.2025
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