April 9, 2024 3 min read


Super Group Appoints Ex-Kindred Exec as CMO

Super Group has appointed former Kindred Group executive Elen Barber as the new chief marketing officer

In March, the NYSE-listed global gaming company offering first-class entertainment to the betting and gaming industry, Super Group, reported the best fourth-quarter results in history for 2023. 

Now, the holding company has announced that Kindred Group’s former executive, Elen Barber, has been appointed as its new chief marketing officer

“Truly Excited to Join the Executive Team”

The new position will carry Barber to London where she will join the group’s current senior management team that features chief executive officer Neal Menashe, chief operating officer Richard Hasson, and chief financial officer Alinda Van Wyk.

In an interview for EGR, Barber took the opportunity to express excitement for joining Super Group’s executive team.

The new CMO called it “an incredible opportunity to drive growth and innovation” in what she described as one of the most dynamic companies in the industry.

Barber also expressed her thrill to bring her “passion for marketing” to the Betway and Spin parent company while being given the chance to collaborate with “innovative minds.”

Impressive Resume 

Before joining Super Group, Barber spent 13 years with Unibet’s parent company which she joined as head of affiliates in September 2012.

Two years later, she became head of digital advertising. From this position, Barber led a data-driven omnichannel strategy and helped local teams align global strategies while customizing campaigns.

Next, she landed the director of brand marketing position in the spring of 2017, where she crafted and launched a multi-brand strategy, redesigned a new logo for Unibet, and boosted its return on investment and Quality Index while successfully introducing a casino brand. 

At the start of 2019, Barber was appointed CMO. 

From her new position, she played a pivotal role in its C-suite by leading a team that counted over 500 staff members, and driving innovation, shaping corporate direction, and helping the group reach new markets. Barber left Kindred Group in September 2023.

Before joining Kindred, the Harvard Business School and London Business School graduate also spent over five years as Kamay Holdingsmanager, affiliate marketing, and head of local office.

CEO Menashe, “Thrilled to Welcome Elen” to the Team

Super Group’s CEO, Neal Menashe, took the opportunity to express his thrill for welcoming the new CMO to the team.

He added Barber “will be pivotal” in pushing forward their “ambitious marketing strategy” while building on the already existing foundations of the group. 

In mid-March, Kindred Group published its 2023 Annual and Sustainability Report, announcing strong financial results for 2023 that were complemented by a series of strategic achievements.

After finishing her master's in publishing and writing, Melanie began her career as an online editor for a large gaming blog and has now transitioned over towards the iGaming industry. She helps to ensure that our news pieces are written to the highest standard possible under the guidance of senior management.

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