Super Group Appoints Former Kindred Executive as Chief Marketing Officer

Super Group has hired a former Kindred executive, Barber, as its new head of marketing.

The Betway operator Super Group has declared that Elen Barber, previously of Kindred Group, will be its new Chief Marketing Officer.

The appointment is effective right away, and Barber will be located in London.

Before joining Super Group, Barber spent over 13 years at Kindred, holding a number of high-level marketing positions, including Director of Brand Marketing and Head of Affiliates.

She most recently served as Kindred’s Chief Marketing Officer, stepping down in September 2023. Barber left Kindred alongside Chief Commercial Officer Anne-Jaap Snijders.

The departures of both executives were confirmed just days after CEO Henrik Tjärnström and CFO Johan Wilsby announced their departures from the company.

Barber announced her new role at Super Group on LinkedIn, stating: “Excited to share some news – I’m joining Super Group as Chief Marketing Officer. I’m thrilled to join this innovative team and looking forward to the challenges ahead.”

Super Group set a record high in 2023.

Barber’s arrival at Super Group comes as the operator set a record high in 2023.

In the past year, Super Group generated €1.4 billion (£1.2 billion/$1.52 billion) in revenue, a record high for the year.

The agreement was finalized in February, a year after the contract was established. Neither enterprise revealed the financial conditions of the exchange.

Nevertheless, Super Group also reported a substantial reduction in pre-tax earnings, down 92.2% to €16.8 million. The operator attributed the decrease to €64.6 million in non-cash expenditures.

DGC B2B operates in numerous US states, including Pennsylvania, Iowa, New Jersey, Arizona, Colorado, Indiana, Virginia, Ohio, and Louisiana.

Super Group CEO Neil Menash stated that the sale enables the operator to concentrate on its global B2C expansion.

Of this, €28.6 million originated from the acquisition of online sports betting and iGaming business Digital Gaming Corporation in January 2023. On the other hand, this permitted Super Group to enter the US market at the start of the year.

In 2023, operating EBITDA declined from €208.5 million to €197.3 million. Meanwhile, unrestricted funds decreased by €12.9 million to €241.9 million, which Super Group indicated was again due to the DGC acquisition.

Super Group Disposes of DGC B2B Division
Prior to the release of its outcomes, Super Group also announced another significant development – the sale of DGC’s B2B assets to Games Global.

This also surpassed the €1.35 billion prediction, up 11% year-on-year from €1.3 billion in 2022.

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