Former Hills CMO to lead Ladbrokes’ marketing drive

Former Hills CMO to lead Ladbrokes’ marketing drive

Thursday, October 8, 2015 Totally Gaming
Kristof Fahy will be responsible for digital and retail marketing

Ladbrokes has chosen Kristof Fahy as its new chief marketing officer – just seven months after he quit rival William Hill.

Fahy has been tasked with leadership of the “aggressive marketing” drive that Ladbrokes chief executive Jim Mullen – who worked with Fahy at William Hill - hopes will ignite the operator’s recovery, and will have responsibility for all brand and marketing activity across its digital and retail businesses. Fahy resigned from Hills in March after five years as chief marketing officer to take the same role at Telegraph Media Group, but has made a quick move back into the gaming industry.

“I am delighted to be joining Ladbrokes at this time,” said Fahy, who will retain his role should Ladbrokes complete its proposed merger with Coral. “They have laid out an ambitious organic plan with marketing at its heart as well as progressing a transformational deal with Coral. 

“While the challenges in these plans are clear and the market place incredibly competitive, the opportunities are exciting and deliverable and it's a great time to be joining Jim and the Ladbrokes team.”

During his time at Hills, Fahy, who had previously worked for Yahoo, Blackberry and Orange, was seen as playing a key role in the company’s digital charge by developing a greater focus on personalisation and mobile.

In outlining his business review in July, Mullen said that Ladbrokes had “underinvested in marketing” and that its new strategy would revolve around “brand, call to action and sponsorship”.

The review showed that Ladbrokes would spend more than 30 per cent of net gaming revenue (NGR) during H2 2015 – compared to 25 per cent in H1. It also said it would spend at least 25 per cent of a predicted raised NGR in 2016 and 2017.

Mullen added: “When I set out the Ladbrokes organic plan for building long term recreational scale and made the necessary budget commitment to boost our marketing presence, I was always conscious that I would need an experienced and creative marketing professional to lead the programme.

“In Kristof, I have recruited the right leader who can help us maximise our spend and grow the long term loyal customer base that will build a better Ladbrokes and deliver our long term targets and ambitions.”


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