Shaping Culture, Not Just Strategy: A Conversation with Maria Bashkevich

Maria, Head of Marketing at Uplatform, recently sat down with SoloAzar to discuss her path—how it all began, what motivates her, and why inclusiveness and empathy are non-negotiables in forming the future of iGaming. Here, we look back at that interview from a more personal perspective, emphasizing important ideas and events that shape her worldview and leadership approach.

From “Not the Perfect CV” to Building Something Bigger

Maria's iGaming career started with a combination of curiosity, confidence, and what some would consider an unusual background.

"I began as a junior marketing manager at a source provider about seven or eight years ago," she remembers. "To be honest, my experience was largely in analytics, SEO, and social media; I didn't have the 'ideal' CV for the position. Most of my experience was not directly related to iGaming.”

“Someone still noticed something. The recruiting manager took a chance on me; that choice altered everything. Should you be reading this, thank you once more. That chance marked the beginning of everything that happened after it.”

Maria took a plunge and joined Uplatform, charged with creating not only a marketing plan but a brand and a team completely from scratch after a few years of learning, growing, and finally leading.

"That aspect was difficult," she says, "but also rather gratifying. I am very grateful to Uplatform for that confidence and liberty.

And if she had to pinpoint her proudest achievement?

“The team and culture we have fostered. Seeing their eyes light up during brainstorming meetings—when I see them safe and free to be creative—lets me know we have done something important. My greatest victory is that culture of openness and trust.”

Inclusion Isn’t a Buzzword—It’s a Standard We Set

Maria tackles challenging subjects head-on. Asked what more the business has to do to help women, she is pleasantly direct.

"We have advanced, but to be honest, it is still not enough," she claims. Especially if you're young or don't match the usual 'executive' mold, respect is not something women automatically get.

She emphasises that systematic transformation goes beyond Women's Day celebratory tweets or hiring goals.

“What we need is more intentionality: hire based on skills, not assumptions; ensure equal pay; offer real, not symbolic, support for women returning from maternity leave. And let’s stop brushing off inappropriate behavior — even if it’s “just a joke at a networking event.”

“That goes for all genders, by the way. I’ve heard plenty of stories from male colleagues who’ve also faced unacceptable comments or worse. It’s a culture thing, and we all deserve better. We also need to stop forcing each other into one type of leadership and negotiation mold. Empathy, creativity, emotional intelligence — these are strengths, not signs of weakness.”

Inclusion for Maria is about changing the mentality that success has to constantly follow the same tone, the same attitude, the same mould, not only about representation.

The Power of Diverse Thinking

Maria doesn’t believe women need to prove their worth by playing to stereotypes. “Let’s move beyond the lazy assumptions—like women are always more empathetic or creative. We’re not a monolith. It’s not about what women ‘bring’ versus men. It’s about diversity.”

For Maria, inclusion isn’t about ticking boxes or reinforcing outdated gender stereotypes. “It’s not about what women ‘bring’ to the table—it’s about what diversity brings,” she emphasizes. “We’ve seen what happens when teams all think the same. Innovation suffers. The industry becomes stagnant. But when people with different backgrounds, experiences, and ideas come together—that’s when things really get interesting.”

From a business standpoint, Maria believes this diversity is more than a value—it’s a growth strategy. “Diverse teams challenge each other, spot gaps others don’t, and adapt faster. They make smarter decisions. It’s not feel-good talk—it’s data-backed, and it works. And socially, it creates a healthier, more respectful, more sustainable industry. One where people feel seen, supported, and inspired to grow. That’s the real win — and the future of this industry depends on it.”

A Tradition That Reflects Real Values

Every year at Uplatform, International Women's Day is more than a date on the calendar. Celebration based on awareness, narrative, and introspection.

Maria says, "Our teammates, sportswomen, players, and others in the industry who have influenced us all write and share stories of inspiring women, which is a lovely custom." "It's about visibility, about honouring their paths, their victories, and even the obstacles they've overcome, not PR.

The day has emotional significance for Maria personally.

“It's a moment to stop and think back. To consider how far I have come and to be thankful for the development, the victories, and the times I had to battle. It's my opportunity to tell myself, "Thank you." Even when you wanted to, thank you for not giving up.”

And perhaps most importantly, it’s a platform to speak up.

"If just one woman reads this and feels a little less alone, a little more seen—that's all. That is the reason we tell others.”

Leading With Heart—And Vision

Maria Bashkevich is building not simply campaigns but also spaces where individuals are seen, heard, and valued. In a fast, cutthroat industry, such kind of leadership is really unusual. It is exactly what makes her voice so important right now.

Her communication? Simple, clear, strong:

"We all have a part in creating progress; we all deserve better."

Maria Bashkevich is not just heading Uplatform's marketing; she is also guiding with purpose, honesty, and passion. By means of her work, her voice, and her ideals, she is helping to create an iGaming sector that mirrors the world we wish to live in: creative, inclusive, and certainly human.