Ladbrokes appoints Greene King marketing chief to head up retail

Ladbrokes has appointed Greene King marketer Adam Collett as retail marketing director. Collett joined the bookmaker last week to fill the role previously held by Barry Clemo, who left to join Punch Taverns in February.

Collett will report to Ladbrokes UK retail managing director, Richard Ames. His role will cover the marketing operation for Ladbrokes retail outlets but will not encompass Ladbrokes online gaming operations.

Collett joins after a 14-year career with pub and brewing group Greene King, as marketing manager rising to marketing director, for Greene King brewing and brands from1994 to 2000, then as marketing director of Greene King Pub Company from 2000. Last year he took over as marketing director of Greene King’s newly created Destination Pubs division. He left the company two months ago.

Collett is credited with having played a key role in the expansion of Greene King’s managed division. Prior to Greene King, he held marketing roles at Whitbread and Argos.

Ladbrokes’ retail marketing director role was left vacant by Clemo, who departed due to the difficult commute from his Derbyshire home to Ladbrokes headquarters in Harrow. He is thought to be undertaking a similar role at Punch Taverns’ managed division, Spirit.

Clemo, who had previously spent several years as marketing director at Gala Coral, was the driving force behind Ladbrokes becoming the first bookmaker to advertise on television. During his time at Ladbrokes Clemo developed a commercial strategy across all its retail outlets including branding, promotions and in-shop broadcasting.