Kindred Group Chief Marketing Officer Elen Barber and Chief Commercial Officer Anne Jaap Snijders will step down in the fall.
After a thorough review of Kindred’s commercial and marketing operations, including a look at local market regulations and requirements, the duo decided to leave their positions. They also increased the flexibility within the company.
Kindred, a Stockholm-listed company, praised Barber and Snijders for their ‘huge contributions to the company’. However they stressed that the decisions of Barber and Snijders were not connected to the departures of Chief Executive Henrik Tjarnstromand the Chief Financial Officer Johan Wilsby.
Snijders remarked: “I had a great time at Kindred. It’s been an amazing journey with talented colleagues in Sydney, Malta and Amsterdam. The pinnacle of the journey was receiving the Dutch license and building market leadership with local teams.”
In 2012 and 2013, the outgoing CCO started his career as General Manager Australia with the Unibet Group, before it was rebranded as Kindred.
He was also a board member at Casino Blankenberge and Relax Gaming before becoming Kindred’s Head of Western Europe, based out of its Malta office in 2013.
Barber, who joined Kindred in June 2010 as Global Affiliate Manager, rose through the ranks of the company to become its Director of Marketing and Advertising.
Before becoming CMO, she held roles as Head of Affiliates and Head of Performance Marketing. She also served as Director of Central Brand Marketing, Digital Advertising Head, and Head of Digital Advertising.
Barber stated, “I am proud to have contributed to Kindred’s growth over the last 13 years.” Our fantastic global marketing team built a solid platform on which Kindred could continue to grow and thrive in exciting and competitive markets. Now is the time to move forward to new opportunities.
The findings of the operational review have been shared internally, with the full backing of the executive team at Kindred, according to the company.
Tjarnstrom’s resignation ended a 14-year career with Kindred, beginning at the Unibet Group. He was responsible for the growth of the 32Redcasino brands and Unibetsportsbook across multiple regulated market.
The firm has seen its growth slow down after a successful 2021. Its 2022 annual report shows a profit drop of 60%.
Tjarnstrom’s position will be filled by an interim CEO Nils Anden who will work to achieve Kindred’s 2023 revenue targets of PS1.6bn and PS200m EBITDA. He will also coordinate a potential merger or sale of Kindred, should a decision be taken.
