In an immediate and strategic move, the global gaming firm Super Group has bolstered its executive team by appointing the seasoned marketing expert and former Kindred Group director, Brittany Barber, to the role of Chief Marketing Officer (CMO). Barber’s engagement with the company takes effect immediately, with her operations to be headquartered in London, marking a new chapter in her already storied career in the industry.
Barber, a notable figure in the gaming and marketing world, brings with her a wealth of experience garnered over more than a decade at Kindred Group. During her tenure, she ascended through a series of increasingly senior roles, including Director of Branding Marketing and Head of Affiliates. Having most recently held the CMO position at Kindred, her departure from the company in September 2023 coincided with that of Chief Commercial Officer Anne-Jaap Snijders, following closely behind the announced exits of Kindred CEO Henrik Tjärnström and its CFO Johan Wilsby.
Barber’s illustrious career and impressive track record put her in the spotlight, and her decision to transition to Super Group was revealed through a LinkedIn announcement where she articulated her enthusiasm: “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 look forward to the exciting challenges ahead.”
This staff acquisition is a testament to Super Group’s ongoing pursuit of excellence, as Barber joins their ranks following a record-breaking 2023 for the operator. Super Group reported an exceptional upsurge in revenue, achieving a new annual high with €1.40 billion, handily surpassing the projected guidance of €1.35 billion and marking an 11% increase year-on-year from €1.3 billion in 2022.
However, it wasn’t all an uptick for Super Group as they noted a significant reduction in profit before tax, which plummeted by 92.2% to €16.8 million – a setback ascribed to substantial non-cash charges amounting to €64.6 million. The bulk of these charges were linked to the acquisition of Digital Gaming Corporation in January 2023, an aggressive move that facilitated Super Group’s expansion into the burgeoning US market at the onset of the year.
Further financial scrutiny reveals a modest dip in operational EBITDA from €208.5 million to €197.3 million in 2023, coupled with a minor decrease in unrestricted cash to €241.9 million, €12.9 million less than before, an effect again attributed to the DGC acquisition.
In a parallel vein, just prior to ringing in their financial results for 2023, Super Group broadcasted another critical strategic development – the divestment of the B2B assets of DGC to Games Global. This transaction, finalizing in February, a full year after the initial agreement, saw Super Group parting with a significant business unit, albeit without public disclosure of the financial details.
The relinquished DGC B2B operations had a significant presence, extending into several US territories such as Pennsylvania, Iowa, New Jersey, Arizona, Colorado, Indiana, Virginia, Ohio, and Louisiana. CEO of Super Group, Neal Menashe, asserted that this move paves the way for the company to steer its concentration towards escalating their global B2C growth initiatives.
With Barber’s appointment coinciding with such pivotal changes within the enterprise, Super Group signals a manifest intent to bolster its leadership and marketing prowess. As the new CMO, Barber is positioned to spearhead the company’s marketing strategies, drawing upon her extensive background and past achievements to navigate through an industry in constant flux and push Super Group to new heights of market prominence.
