Kindred hires Svenska Spel trading exec for Sweden push
The Stockholm-listed operator opens new social media and sponsorship departments as Svenska Spel’s Per Carlander joins Unibet brand
Kindred Group has hired Svenska Spel’s Per Carlander as Sweden manager for its Unibet brand after the operator ignited a recruitment drive in the country’s re-regulated market.
Carlander joins Unibet from state operator Svenska Spel where he spent 13 years, first as a risk manager and odds compiler before becoming head of live sports trading and integrity in 2016.
Carlander fills the void left by former Unibet Sweden manager Mikael Bogg, who left the operator in May to become CMO at financial management app Bynk AB.
Kindred has also appointed Raúl Valencia López in the newly-created role of creative marketing manager. López arrives from competitor Betsson, where he spent four years as a brand and marketing manager.
Marketing is the key focus for Kindred in Sweden at present and the operator has also opened two brand new departments; one to oversee social media, content and partnerships, and the other to govern sponsorships.
The social media department will be managed by brand and partnerships manager Andres Falk, who has previously worked for Betclic, while strategic partnerships manager Philip Lagström will look after Kindred’s portfolio of sponsorships, including the Allsvenskan and the Handball World Cup.
Kindred Group’s head of Sweden Dersim Sylwan said: “It is a wonderful group with broad and vast experience that we have got in place while we have been able to deliver a successful transition to the new gaming market in Sweden.
“By continuing to work customer-oriented and responsibly, I am convinced that we can maintain our market-leading position in the Swedish market,” he added.