Date: 27.06.2024

by Mateusz Mazur

Entain Appoints Charlotte Emery as New UK Chief Marketing Officer

Entain has appointed Charlotte Emery as the new Chief Marketing Officer (CMO) for its UK operations. Emery, who previously held the position of Chief Brand Officer at William Hill, has begun her role at Entain’s London office this month.

Extensive Industry Experience

Charlotte Emery brings a robust background in marketing and brand management to her new role. Her tenure at William Hill from November 2018 to January 2023 saw her serve as Global Marketing Director and Chief Brand Officer.

Emery played a key role in redefining the company’s consumer and brand strategy, guiding it through the challenges of the COVID-19 pandemic, and managing its £2.9 billion sale to Caesars Entertainment. She also oversaw the sale of William Hill’s European business to 888 Holdings in 2022.

Before entering the gambling industry, Emery spent six years at British American Tobacco and held roles at Bacardi Global Brands and Homepride Foods. After leaving William Hill, she worked as an independent consultant and coach.

Strategic Vision for Entain

Emery expressed her enthusiasm for her new position, stating: “It’s been an enjoyable ride but now it’s time to go back to what I love. Can’t wait for the adventure ahead.” Her appointment is expected to leverage her extensive experience to drive Entain’s marketing and brand strategies forward.

Emery’s appointment coincides with Entain’s recent strategic review, which included evaluating the potential sale of certain assets, such as the Crystalbet brand in Georgia. Acquired initially in 2018 and fully in 2021, Crystalbet was identified as a candidate for divestment.

The strategic review concluded that Entain’s portfolio of diverse assets, brands, and geographical presence positions it well for sustainable long-term growth. The company aims to focus on organic revenue growth, improving margins, and bolstering its presence in the US market.