Super Group Appoints Former Kindred Group Executive as CMO
A leading betting company, Super Group, has hired Elen Barber, a former executive from Kindred Group, as their new Chief Marketing Officer.
The appointment is effective immediately. Barber will be based in London and will serve as Super Group’s CMO.
Before joining Super Group, Barber worked for over 13 years at Kindred. She held various senior marketing positions, including Director of Brand Marketing and Head of Affiliates.
Her most recent position was as the operator’s CMO, a role she left in September 2023. Barber departed Kindred alongside the Chief Commercial Officer, Anne-Jaap Snijders.
The exits of both executives were confirmed shortly after the announcement that the CEO, Henrik Tjärnström, and the CFO, Johan Wilsby, would also be leaving the company.
Barber announced her new position at Super Group on LinkedIn. She stated: “I am thrilled to share some news – I’m joining Super Group as their new CMO. I’m excited to join this innovative team and tackle the challenges ahead.”
Super Group achieved a new milestone in 2023.
Barber also spoke at ICE 2024. She joins Super Group at a time when the operator achieved a new record in 2023.
In the past year, Super Group generated €1.4 billion (£1.2 billion/$1.52 billion) in revenue, establishing a new annual high.
The company’s financial performance surpassed predictions, hitting €1.35 billion in earnings, a 11% jump from €1.3 billion in 2022. However, the firm also revealed a substantial decrease in pre-tax earnings, plummeting 92.2% to €16.8 million. This drop was attributed to €64.6 million in non-cash expenditures, including €28.6 million connected to the purchase of Digital Gaming Corporation (DGC), an online sports wagering and iGaming enterprise, in January 2023. This acquisition enabled the company to enter the US market.
Operating EBITDA dipped from €208.5 million to €197.3 million in 2023. Unrestricted cash flow also saw a reduction of €12.9 million to €241.9 million, which the company attributed to the DGC acquisition.
The company declared the sale of DGC’s B2B assets to Games Global, a move that enables the company to concentrate on its global B2C expansion. The deal, completed in February, was finalized a year after the agreement was reached. Financial details of the sale were not revealed.
DGC B2B operates in various US states, including Pennsylvania, Iowa, New Jersey, Arizona, Colorado, Indiana, Virginia, Ohio, and Louisiana.