Altenar brought in Williams to oversee commercial strategy, which will continue the company’s regional tactics for marketing, lead generation, sales management and strategic partnerships.
Williams will also promote and expand the company’s commercial activity, with the aim of increasing revenue and driving growth.
Previously, Williams has held senior commercial and operational positions at various B2B igaming suppliers and founded a consultancy firm focusing on C-Level advisory.
Dinos Stranomitis, Altenar COO and co-founder, said that he was delighted at the appointment.
“I am delighted to welcome Charlie to Altenar and I am sure he will prove to be a great asset within the role of commercial director.
“Charlie has an entrepreneurial mindset and strong leadership skills,” Stranomitis added. “Being a creative strategist with excellent organisational abilities, I’m sure he will be able to connect the team at all levels to increase performance.
“His expertise and background across multiple roles will no doubt stand us in good stead globally and will strengthen our outreach as a leading sportsbook across a variety of markets.”
Williams said that he’s looking forward to getting started at the igaming software supplier and has already set out markets in which he hopes to help Altenar grow.
“We will maintain our global focus with continued efforts in fortifying our strong performance in Europe and LatAm, while also increasing penetration in the UK, Nordics and North American regions.”
Williams also said that the company’s “primary objective is to pursue business in regulated markets, while also supporting our growth in newly regulated jurisdictions”.
“I’m also sure that we will also be exploring plenty more of the African market through potential strategic partnerships,” he concluded.
In January, Altenar entered the Belgian market after securing a partnership with Starcasino.