Ladbrokes’ marketing chief to exit following digital unit launch

Ladbrokes is moving ahead with its “mobile first” strategy with its sitting customer experience director Stephen Vowles scheduled to leave the outfit, having completed a re-structure of its marketing functions.

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Vowles is scheduled to leave at the end of the summer and will not be replaced. The company claims the “restructure” took place to ensure the bookmaker can make best use of its “Ladbrokes Israel” unit – a team designed to shore-up its digital strengths.

Richard Glynn, Ladbrokes’ CEO, says Vowles’ tenure at the bookmaker “will play an important role in ensuring the business has the right marketing model.”

Vowles, who had been at the company since 2010, helped set up the Ladbrokes Israel unit through a deal with software firm Playtech, as the bookmaker aims to reinvigorate its online marketing offering.

Third parties are now able to launch services on Ladbrokes’ website through the tie-up, which will also see Ladbrokes migrate towards Playtech’s download casino and poker products.

Speaking at an IAB event last year, Andy Lettings, Ladbrokes head of new channels, told attendees the company was now a “mobile first” outfit to appeal to a younger demographic.

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