Sportingbet has appointed Orange marketer Ed Luck as European marketing director. The move comes as the online gaming company seeks to develop its existing mass-market proposition by segmenting its marketing approach.
Luck, who has already joined the company, will focus on increasing customers for SportBet and its leisure-based casino and gaming products under the Paradise brand.
He also has a brief to promote loyalty among its existing customers and improve cross-portfolios spending.
He will work closely with Lida, the M&C Saatchiowned below-the-line agency, which was appointed to handle Sportingbet’s £20m pan-European direct marketing account in November last year.
Darrell Greenwood has joined the company as European VIP sales director. He joins from Remington, where he was commercial director, but has also worked at companies such as Mars.
Luck, who was previously marketing proposition director at Orange, will focus on the recreational gaming market, while Greenwood will develop the company’s VIP customer offering to high net-worth individuals.
Greenwood and Luck will report to Sportingbet chief operating officer Dave Hobday.
The appointments come as Sportingbet continues its recovery from the virtual overnight loss of 95% of its profits in November 2006, following a US clampdown on internet gambling.
It forced a number of UK online gaming companies to withdraw from the US.