Entain appoints former William Hill executive Charlotte Emery as new CMO amid strategic review

Entain has announced the appointment of 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, confirmed the news on her LinkedIn profile and has already commenced her role at Entain’s London headquarters this month.

Emery brings industry experience to the role, having worked at William Hill from November 2018 to January 2023. Starting as Global Marketing Director and later becoming Chief Brand Officer, helping to transform the company’s consumer and brand strategy.

During her tenure, she helped navigate William Hill through the challenges posed by the COVID-19 pandemic and its £2.9 billion ($3.67 billion) sale to Caesars Entertainment, as well as the sale of the European business to 888 Holdings in 2022.

Before joining the gambling industry, Emery spent six years in consumer goods at British American Tobacco and had stints at Bacardi Global Brands and Homepride Foods.

Since departing from William Hill, Emery has been providing consulting and coaching services independently. Emery also thanked those who supported her during her consulting period and stated: “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.”

Emery’s appointment comes shortly after Entain completed a strategic review, which included considerations for selling certain assets. The review identified the Georgia-facing Crystalbet brand as a potential sale candidate. Entain had initially acquired part of Crystalbet in 2018 through its predecessor GVC and purchased the remaining 49% stake in 2021.

The review concluded that Entain has a portfolio of diversified strategic assets, brands, capabilities, and geographic presence, positioning the company for sustainable long-term growth. It highlighted a focus on returning to organic revenue growth, expanding margins, and strengthening its position in the US market.

The strategic review results were disclosed just days after Entain reported a net loss of £936.5 million ($1.1. billion) for the 2023 fiscal year, partly due to a settlement with His Majesty’s Revenue and Customs in the UK related to historical activities in Turkey. Despite this, Entain reported an 11.1% increase in net gaming revenue, reaching £4.83 billion ($6.11 billion).