In his new role, Bowden will be tasked with delivering the operator’s brand proposition to the US market, with a focus on player experience.
Bowden will also build and lead the marketing team covering brand, CRM and acquisition, as well as create and deploy PlayStar’s launch strategy across the US as the operator expands into more states.
His other responsibilities will include delivering capabilities across marketing technology, partnerships and initiatives.
Bowden joins PlayStar having most recently served as brand director for Gala at Entain, a role in which he managed the Gala Bingo, Gala Spins and Gala Casino brands. He was also previously responsible for the Foxy brand.
Bowden’s other roles included head of brand and performance marketing for Ladbrokes Coral, senior brand marketing manager for the Gala Coral Group and senior marketing manager at Rank Group.
“PlayStar has something different to offer to the US market and those wanting to enjoy the fun and excitement of online casino,” Bowden said. “I firmly believe that with its mission statement, incredible team and powerful USPs that PlayStar is set up for success and I am truly honoured to play such an integral role in the launch of this new brand.”
PlayStar chief executive Per Hellberg added: “Jon is one of the most experienced marketers in the industry and his appointment as PlayStar CMO will undoubtedly prove vital in our mission to disrupt the US market.
“The US market is ferociously competitive, so as a brand we need to be heard above the noise and ensure that we engage with players from day one. Jon certainly has what it takes to help us achieve this, and I look forward to working with him as we ready for launch in New Jersey and other regulated states.”