Elen Barber

Early Life and Education

Elen Barber built the foundation for her career with a Bachelor of Arts in Marketing and Marketing Management from the Academy of Business and Management. She graduated in 2007. To further develop her leadership and strategic thinking, she later pursued executive education at two top global business schools.

In 2023, she completed the General Management Program (GMP 35) at Harvard Business School. This experience helped refine her leadership skills and broadened her understanding of global business strategy. That same year, she enrolled in the “Finance for Non-Finance Executives” course at London Business School. This gave her the financial knowledge needed for high-level decision-making.

Early Career in Marketing and Affiliate Management

Barber began her professional journey in Moscow at APP HOLDINGS LIMITED, where she served as a Public Relations Manager from 2004 to 2005. There, she gained experience managing digital content and media relations.

She then joined Kamay Holdings, where she remained for five years, first as Manager of Affiliate Marketing and later as Head of the Local Office. In this role, she led teams focused on performance marketing, SEO, and affiliate partnerships, establishing a strong base in digital and growth marketing.

Leadership and Growth at Kindred Group

Barber joined Kindred Group in 2010 as Manager of Global Affiliates. She quickly made an impact. She doubled acquisition volume and improved the quality of customer revenue.

In 2012, she became Head of Affiliates. She led a large team, managed multimillion-euro budgets, and introduced new programs that significantly boosted ROI. From 2014 to 2017, as Head of Digital Advertising, she rolled out an omnichannel strategy and optimized acquisition across platforms. She also mentored team members and promoted a data-driven culture.

In 2017, she was promoted to Director of Brand Marketing. She introduced a multi-brand strategy, redesigned the Unibet logo, and launched a new casino brand. These efforts resulted in stronger brand equity and higher market share.

Barber became Chief Marketing Officer in 2019. Over the next four years, she advised the CEO and worked closely with executive leaders. She led a global team of 550 people. Her priorities included market expansion, product innovation, marketing automation, and operational efficiency. Each initiative delivered measurable business outcomes.

Current Role at Super Group

In April 2024, Elen Barber was appointed Chief Marketing Officer at Super Group, the global operator behind Betway and Spin. She joined following a record year for the company, which had reached €1.4 billion in revenue. Tasked with scaling this momentum, Barber is leading Super Group’s global marketing efforts with a focus on brand loyalty, customer engagement, and innovation-led growth.

Drawing from over a decade of success at Kindred, she is steering Super Group’s marketing transformation, aligning global initiatives with evolving market conditions and customer behaviors, and supporting the company’s continued expansion into highly competitive territories.

Leadership Style and Strategic Approach

Elen Barber is a results-oriented executive with a sharp eye for strategic alignment and delivery. She fosters a culture of agility, innovation, and continuous learning, while grounding her decisions in customer insights, data, and market intelligence. Her leadership is marked by collaboration across diverse global teams, and her ability to deliver business value through customer-centric marketing strategies is widely recognized.

As a trusted advisor to executive teams, Barber consistently brings forward-thinking perspectives that challenge conventions and drive measurable outcomes.

Elen Barber stands out as a transformative figure in the iGaming world. Her ability to blend data-driven marketing with creative brand leadership has helped leading operators like Kindred Group and Super Group strengthen their market positions and connect with global audiences. As the industry evolves, Barber’s strategic insight, commitment to innovation, and focus on customer experience continue to influence how iGaming brands grow and engage players worldwide.