In a strategic move aimed at boosting its market presence, Super Group has appointed Elen Barber as its new Chief Marketing Officer (CMO). Barber, formerly with Kindred Group for over 13 years, brings a wealth of experience in B2C gaming and sports betting, signaling an exciting new phase for Super Group’s brands—Betway and Spin.
Background:
Super Group, the parent company of Betway and Spin, recently reported a remarkable achievement in its financial performance for 2023. With a record revenue of €1.4bn ($1.5bn), marking an impressive 11% year-on-year increase, the company is poised for further growth under Barber’s leadership.
Barber’s transition to Super Group follows significant changes in the leadership at Kindred Group, where she held multiple roles culminating in her tenure as CMO. Her departure coincided with a broader shift in Kindred’s top management, including the resignations of then-CEO Henrik Tjärnstrom and CFO Johan Wilsby.
Professional Journey:
During her tenure at Kindred, Elen Barber navigated various pivotal roles, beginning from managing global affiliates, advancing to lead digital advertising, and culminating in directing brand marketing as the CMO. This diverse experience equips Barber with a nuanced understanding of the industry’s dynamics and the critical factors driving success.
The Move to Super Group:
In her announcement on LinkedIn, Barber expressed enthusiasm about her new role, citing excitement for the challenges ahead and the innovative environment at Super Group. Her appointment underscores the company’s commitment to strategic marketing initiatives aimed at sustained growth and market expansion.
Industry Dynamics:
The recent hiring trend in the gaming sector is also notable. Rush Street Interactive (RSI) appointed Brian Sapp as its new CMO, signaling a competitive landscape where companies are strategically fortifying their marketing leadership to leverage emerging opportunities and navigate evolving regulatory environments.
Looking Ahead:
As Super Group sets its sights on future growth, Barber’s strategic vision and extensive industry insights are poised to drive innovative marketing campaigns and customer engagement strategies. Her arrival comes at a pivotal moment for the company, with the goal of further elevating Betway and Spin’s market position and capitalizing on the momentum generated by the record-breaking financial results.
The appointment of Elen Barber as CMO represents a strategic investment in Super Group’s marketing prowess. With her deep-rooted experience and fresh perspective, Barber is well-positioned to spearhead initiatives that will not only sustain but accelerate the company’s growth trajectory. As the gaming and sports betting landscape continues to evolve, Super Group’s strategic leadership is poised to capitalize on emerging opportunities and solidify its market presence under Barber’s stewardship.