Lawton leaves Betfred online marketing post
Former Playtech commercial director Adele Lawton was named head of online marketing at Betfred in November
Betfred is on the hunt for a new head of online marketing after Adele Lawton exited the firm after just six months.
Former Playtech commercial director Lawton, who spent three years as head of the Jackpotjoy brand at Gamesys, was recruited to the role in November.
eGaming Review understands Betfred is in the midst of a marketing reshuffle and recruitment drive as it looks to more tightly integrate its online and offline presence.
And yesterday the operator announced it had appointed a new creative agency to launch a new £5m multi-channel campaign intended to merge its online and land-based brands.
Commercial director Rakesh Chablani said the appointment of the Brothers and Sisters agency was triggered by the “challenging times ahead in an ever-increasing competitive marketplace”, hinting at the impact Betfred will feel from the UK’s forthcoming PoC regime.
Lawton, who has also held senior product roles at bet365 and Gala Coral, is currently working on a consultancy basis with Betable.
San Francisco-based Betable offers a platform designed to allow social casino developers to convert their games so that they comply with real-money gaming regulations.