The Pools Strengthens Leadership Ahead of Major Rebranding in 2025
The Pools has announced two key appointments to its leadership team as part of its multi-channel transformation strategy for 2025. Chris Williams will serve as Head of Product, and Matt Knowles takes on the role of Head of CRM.
New Appointments to Lead Product Innovation and CRM
Chris Williams brings over a decade of experience in sports betting product management to The Pools. His background includes key roles at SIS Betting, Sky Betting & Gaming, and most recently, as Head of Product at LiveScore Group. Discussing his new role, Williams said:
“The Pools is a British institution and has such a rich heritage in the UK so I am thrilled to join James and the team for an exciting new chapter in 2025. My remit will be to deliver a best-in-class product across web, mobile and app as we relaunch this iconic brand to new audiences and I am delighted to accept the challenge.”
Similarly, Matt Knowles brings an extensive track record in customer engagement and retention. His experience spans roles at BV Group, Betfair, Gamesys, and Betway Group, where he spearheaded global CRM initiatives. Sharing his perspective on the appointment, Knowles stated:
“The Pools is built on its loyal customer base that has given the brand its unique and unrivalled identity across its 100-year history. I am looking forward to helping engage and grow The Pools’ many players and targeting new audiences as James and the team continue to make great strides with such a well-respected and much-loved brand.”
Building Momentum Through Strategic Leadership
These appointments follow The Pools’ recent recruitment of Sharon Wright as Marketing Director and Phillip Donegan as Chief Technology Officer, both pivotal figures in the company’s growth plans. CEO James Arnold emphasized the importance of the latest hires in driving the brand’s transformation:
“As we head into 2025, both enhancing our product and building upon our relationships with loyal customers while targeting new ones is imperative to our major rebrand and sustaining growth in 2025.
“We are in good hands with Chris and Matt’s rich experience in these areas and bringing them on board gives me great satisfaction as I know the many skills both have to offer and the value they’ll bring to The Pools moving forwards.
“With so much excitement about our prospects for next year, our improved web, mobile and app experience for customers will be a cornerstone of our multi-platform digital transformation.”
