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Svenska Spel selects Törn to lead digital marketing transformation

| By Daniel O'Boyle
Svenska Spel has appointed Patrick Törn, previously head of Nordic sales at travel business TUI, as commercial director of its Sport & Casino division, with the operator expressing confidence that Törn could play an important role in its digital transformation.

In the role, Törn will lead Sport & Casino’s customer relationship management and performance marketing. He will also oversee SEO, social media, programmatic advertising, and automated and conversion-rate marketing.

Törn joined TUI in 2014 as a partner sales manager and became head of sales for the Nordic division in 2019. While there, Svenska Spel said he worked “extensively” on digital marketing and leading a digital transformation.

This, the operator said, was the main reason why he was brought in at Svenska Spel.

“We are very happy that Patrick is entering this stage in our journey of change,” Petra Blixt, head of sales and marketing at Svenska Spel Sport & Casino, said. “The team’s mission in the coming years is, among other things, to create value and efficiency through data-driven, automated and personalised customer communication.

“Patrick, with his solid experience from the travel industry and digital business, is the right person to take on that task and run cross-functional teams between market, tech and UX.”

Törn said he would use a data-led approach to enhance Svenska Spel’s digital presence.

“It is fantastic fun to be a part of Svenska Spel Sport & Casino and be part of this journey,” he said. “We will increase the focus on our data-driven communication and continue to work to ensure that we offer our customers a completely unique gaming experience that both engages and touches them. 

“I will lead a team of digital sales experts with a focus on data-driven communication strategy and innovation growth.” 

Prior to joining TUI, Törn founded Ability Media Group, a consultancy specialising in digital marketing, communication and business development.

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