Entain has announced the appointment of Charlotte Emery as the new Chief Marketing Officer (CMO) for its UK operations. Emery, previously Chief Brand Officer at William Hill, confirmed her new role on LinkedIn and has already started at Entain’s London headquarters this month.
Emery brings extensive industry experience to her new role. At William Hill, she held positions as Global Marketing Director and Chief Brand Officer from November 2018 to January 2023. During her tenure, she played a crucial role in transforming the company’s consumer and brand strategy. She also navigated William Hill through the challenges of the COVID-19 pandemic and its £2.9 billion ($3.67 billion) sale to Caesars Entertainment. Additionally, she managed the sale of the European business to 888 Holdings in 2022.
Before joining the gambling industry, Emery worked in consumer goods at British American Tobacco for six years. She also held roles at Bacardi Global Brands and Homepride Foods. After leaving William Hill, Emery provided consulting and coaching services independently. She expressed her gratitude for the support during this period, 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.”
Strategic Review and Future Outlook
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 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. The focus will be on returning to organic revenue growth, expanding margins, and strengthening its position in the US market.
This strategic review was disclosed shortly 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 loss, Entain reported an 11.1% increase in net gaming revenue, reaching £4.83 billion ($6.11 billion).
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