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Super Group hands CMO role to former Kindred director Barber

| By Robert Fletcher
Betway operator Super Group has appointed Elen Barber, formerly of Kindred Group, as its new chief marketing officer.
Super Group CMO Barber

The appointment is effective immediately. As CMO at Super Group, Barber will be based in London.

Barber joins Super Group after more than 13 years with Kindred. There, she served in various senior marketing-related roles including director of branding marketing and head of affiliates. 

She was most recently CMO of the operator before stepping down and leaving the business in September 2023. Barber left Kindred alongside chief commercial officer Anne-Jaap Snijders. 

Confirmation of both departures came just days after it was announced that CEO Henrik Tjärnström and chief financial officer Johan Wilsby would also be leaving the business.

Barber announced her new role at Super Group on LinkedIn. She said: “I’m excited to share some news – I’m starting a new position as CMO at Super Group. I am thrilled to join this innovative team and looking forward to the exciting challenges ahead.”

Super Group CMO Elen Barber
Elen Barber joins Super Group after 13 years at Kindred

Super Group enjoys record 2023

Barber, who also spoke at ICE 2024, joins Super Group on the back of a record 2023 for the operator

During the past year, Super Group generated €1.40bn (£1.20bn/$1.52bn), a new annual high. This also exceeded guidance of €1.35bn, increasing 11% year-on-year from €1.3bn in 2022.

However, Super Group also noted a significant decline in profit before tax, with this falling 92.2% to €16.8m. The operator attributed the decline to non-cash charges of €64.6m. 

Of this, €28.6m came from the January 2023 acquisition of online sports betting and igaming business Digital Gaming Corporation. On the flip side this allowed Super Group to enter the US at the start of the year.

Operational EBITDA was down from €208.5m to €197.3m in 2023. Meanwhile, unrestricted cash fell €12.9m at €241.9m, which Super Group said again was due to the DGC acquisition.

Super Group offloads DGC B2B division

Prior to announcing the results, Super Group also made public anther major development – the sale of the B2B assets of DGC to Games Global.

The deal completed in February, exactly one year after an agreement was first reached. Financial terms of the sale were not disclosed by either party.

DGC B2B is active in several US states including Pennsylvania, Iowa, New Jersey, Arizona, Colorado, Indiana, Virginia, Ohio and Louisiana.

Super Group CEO Neal Menashe said the sale allows the operator to focus on its global B2C growth.

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