Pinnacle recruits former Addison Global marketing exec as CMO
Curaçao-based bookmaker seeking to increase profile with recreational punters as Ben Cove joins
Pinnacle has recruited former Addison Global VP of marketing Ben Cove to the newly created role of chief marketing officer (CMO).
The Curaçao-based bookmaker fashioned the role to promote its profile and product portfolio having previously operated with a particularly lean marketing structure.
Cove has worked in the gambling industry since 2012, when he joined Kindred Group as a global content manager before being promoted to head of social media and content marketing.
In 2018, Cove joined Gibraltar-based sports betting start-up Addison Global as VP of marketing where he served until the business was liquidated earlier this year.
Pinnacle CEO Paris Smith said of the appointment: “We’ve achieved several major milestones at Pinnacle in the last couple of years and this appointment is another to add to that list.
“The next stage of our journey is to make sure as many people as possible know about Pinnacle so they can find out for themselves that we truly do offer the best betting experience online.
“We are built on our reputation for low margins, high limits and a unique ‘winners welcome’ policy, but we offer much more than that in reality.
“We’ve modernised the sportsbook, expanded the depth and breadth of our market offering and continue to provide customers with compelling content to educate and empower them,” she added.
Ben Cove
Cove will be tasked with growing Pinnacle’s reputation among a wider mainstream audience of recreational players, rather than its existing base of serious bettors and professional gamblers.
He said: “Pinnacle has an unrivalled heritage in online sports betting and I’m hugely excited to drive the brand forward into the mainstream marketplace by leveraging its powerful reputation, making its industry-leading content more accessible and casting its marketing net to wider global audiences.
“This is a rare and unique opportunity, and I am immensely proud to lead a world class team of marketing talent as we embark on the next chapter of Pinnacle’s remarkable story,” he added.