Entain names former William Hill executive as CMO

Emery confirmed the news in a LinkedIn post, after taking on the role at Entain’s London headquarters this month.

Working in the industry since 2018, Emery spent over four years working at William Hill, between November 2018 and January 2023. She started as global marketing director and later became chief brand officer, before leaving the business in January.

During her time at Hills, Emery was responsible for “transforming the consumer and brand strategy with ruthless focus on marketing execution and effectiveness” she wrote on her LinkedIn page.

Emery said she helped navigate the business through Covid and its £2.9bn sale to Caesars, as well as the European business’ sale to 888 Holdings in 2022.

Prior to her time in gambling, Emery worked in consumer goods at British American Tobacco for six years. She also spent time at Bacardi Global Brands and Homepride Foods in her early career.

Since leaving William Hill earlier this year, Emery has been working independently, offering consulting and coaching services.

“Excited to dive into this opportunity, meet the team and reconnect with a few familiar faces,” Emery said. “Entain UK boasts a fantastic portfolio of brands in an industry I’m passionate about. 

“A heartfelt thank you to everyone who supported me over the last year. I’ve also worked on some really interesting consultancy projects with amazing people and I wish them every success moving forward. 

“It’s been an enjoyable ride but now it’s time to go back to what I love. Can’t wait for the adventure ahead,” she concluded.

Entain considers asset sales as strategic review completes

Emery joins Entain after the group last month completed a strategic review. On the back of this, Entain said it could consider selling certain assets.

Initially, this could include the Georgia-facing Crystalbet brand, which was acquired in part by Entain’s predecessor GVC in 2018. Entain purchased the remaining 49% stake in the brand in 2021.

The review also concluded Entain has the “appropriate” portfolio of diversified strategic assets, brands, capabilities and geographic footprint to ensure it is well positioned to deliver high-quality, long-term growth. In addition, it noted Entain’s future potential, focusing on returning to organic revenue growth, expanding margins and winning in the US.

Incidentally, results of the review came just days after Entain reported a net loss of £936.5m (€1.11bn/$1.19bn) in its 2023 full-year. This was partly down to the settlement with His Majesty’s Revenue and Customs in the UK regarding historic activities in Turkey.

Although, Entain noted an 11.1% rise in net gaming revenue to £4.83bn.