Jennifer Emery, a well-respected figure in the gaming industry, has recently been appointed as Chief Marketing Officer (CMO) by Entain, a global sports betting and gaming group. Emery confirmed her new position in a LinkedIn post after relocating to Entain’s headquarters in London this month.
Emery’s journey in the gaming sector began in 2018, when she joined William Hill, a renowned bookmaker. Throughout her four-year tenure at William Hill, Emery significantly influenced the company’s marketing strategy and operations. Initially taking up the role of Global Marketing Director in November 2018, she later advanced to become the Chief Brand Officer. She left the organization in January 2023.
In her LinkedIn announcement, Emery highlighted her impactful contributions to William Hill. She detailed her efforts in “transforming the consumer and brand strategy with a ruthless focus on marketing execution and effectiveness.” Her strategic leadership was instrumental in guiding William Hill through some tumultuous times, including the COVID-19 pandemic and the company’s £2.9 billion sale to Caesars Entertainment. Furthermore, Emery oversaw the European arm’s sale to 888 Holdings in 2022, consolidating her reputation as a transformative leader.
Before entering the gambling industry, Emery spent six years working in consumer goods at British American Tobacco. Her career also includes stints at Bacardi Global Brands and Homepride Foods, where she honed her expertise in brand management and marketing.
Upon her departure from William Hill, Emery transitioned into consultancy, leveraging her extensive industry experience to offer consulting and coaching services. Reflecting on this phase of her career, she expressed her gratitude and excitement on LinkedIn: “It has been an enjoyable ride, but now it’s time to go back to what I love. Can’t wait for the adventure ahead.” She also offered heartfelt thanks to those who supported her along the way while working on various consultancy projects.
Emery’s arrival at Entain coincides with a period of strategic realignment for the company. Just last month, Entain completed a comprehensive strategic review.
. One of the significant outcomes of this review is the potential sale of various assets, including the Georgia-facing Crystalbet brand. Originally acquired by GVC, Entain’s predecessor, in 2018, Entain completed the purchase of the remaining 49% stake in Crystalbet in 2021.
The strategic review concluded that Entain possesses a “robust portfolio of diversified strategic assets, brands, capabilities, and geographic footprint,” crucial for ensuring long-term sustainable growth. The review emphasized Entain’s potential to return to organic revenue growth, expand margins, and achieve success in the US market.
Notably, the results of the strategic review followed closely on the heels of a financial report revealing a net loss of £936.5 million for Entain in its 2023 full-year results. This setback was attributed partially to a settlement with His Majesty’s Revenue and Customs in the UK, concerning historical activities in Turkey. Despite this loss, the company noted an 11.1% increase in net gaming revenue, amounting to £4.83 billion.
In her new role at Entain, Emery is set to spearhead marketing efforts, further strengthening the company’s brand presence and customer engagement strategies. Her background in transforming consumer and brand strategy at William Hill will be invaluable as Entain navigates its future challenges and opportunities.
Emery’s appointment is expected to bring fresh perspectives and robust marketing strategies to Entain. The company looks forward to leveraging her extensive experience in both consumer goods and the gambling industry to enhance its competitive edge and drive future growth.
As she steps into her new role, Emery anticipates reuniting with familiar faces and forging new relationships within Entain. She emphasized her enthusiasm for the future, stating, “Excited to dive into this opportunity, meet the team, and reconnect with a few familiar faces. Entain UK boasts a fantastic portfolio of brands in an industry I’m passionate about.”
With her proven track record and commitment to excellence, Jennifer Emery is poised to make significant contributions to Entain’s strategic goals and long-term success. The industry will watch closely as she embarks on this new chapter at one of its leading companies.
