Betfred names ex-Playtech director as online marketing chief
Adele Lawton, former head of Jackpotjoy and latterly Playtech commercial director, joined Betfred in November
Betfred has appointed former Playtech commercial director Adele Lawton as its new head of online marketing.
Lawton began her role on 18 November and is responsible for customer acquisition, retention and product management for Betfred’s online and mobile business across all products.
She joins from Israeli supplier Playtech where she served as commercial director for 10 months. Prior to that she spent three years as head of the Jackpotjoy brand at Gamesys, and has also held senior product roles at bet365 and Gala Coral.
Betfred.com managing director Chris Sheffield said the appointment of Lawton is an indicator of the operator’s ambitions, which have seen the launch of a £9m TV advertising campaign currently being broadcast across several major channels, including Sky Sports.
The company is also preparing for the launch of its Australian business during early 2014.
“Adele comes to us with a proven track record of success and her vast experience in acquisition, retention and product management will prove to be of huge benefit as we continue to grow our business,” Sheffield said.
“Now is a perfect time to join Betfred who have demonstrated tremendous growth in recent years,” added Lawton, who is based at the operator’s Manchester headquarters.
“I see opportunities to further accelerate that growth by leveraging the recent investments in marketing spend across all acquisition and retention activities.”
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