Aristocrat has appointed Bob Serr as Chief Technology Officer and hired Dafne Guisard as its first Chief Commercial Officer for Europe, the Middle East, and Africa. The dual move plugs two gaps the supplier has been trying to tighten: faster technology delivery and more consistent regional execution.
Both hires are due to start in February, subject to any necessary regulatory approvals. Serr and Guisard will report to CEO and managing director Trevor Croker and join the executive steering committee.
Bob Serr steps into the CTO seat
Serr will be based in the United States and will take charge of Aristocrat’s technology strategy and delivery at enterprise scale. The appointment follows the departure of the prior CTO, Andy Hendrickson, who resigned in 2025.
Aristocrat is leaning on Serr’s big-platform background. The company pointed to senior roles at Microsoft, including Azure Communication Services and IC3, plus earlier work at Amazon on the Alexa Skills Kit and leadership at Double Down Interactive.
Dafne Guisard takes a new EMEA commercial brief
Guisard will be London-based and will run commercial activity across a region where supplier growth is often decided by certification pacing and day-to-day support, not only headline launches. Aristocrat described the role as newly created.
Her most recent job was chief operating officer at Entain. Aristocrat also highlighted earlier senior roles at Kraft Heinz and a long stretch at Anheuser-Busch InBev, along with experience at Goldman Sachs and Roland Berger.
What operators will watch first
The near-term proof points are practical. Partners will want to see clean rollout planning, clear documentation, and predictable change control, especially for updates that land during busy sports and content windows.
In EMEA, the first question is whether Guisard’s remit translates into smoother launches and tighter follow-through across markets. In technology, the test is whether Serr’s team can improve speed and reliability without creating compliance headaches.
