Tuesday 15. March, 2016

Simon Jarvis to Become New CMO of Ladbrokes Australia

Simon Jarvis will take on the role of chief marketing officer at Ladbrokes Australia after James Burnett resigned from the position which he had held for the past three years.

Burnett became CMO of the company three years ago when it still operated under the name ‘Gaming Investments’. It then became Ladbrokes Australia when it was acquired by the UK-based gambling company in September 2013, making Burnett its first and only CMO to date. He has now resigned, announcing that he will take a short break from the workforce before pursuing other career opportunities.

Simon Jarvis will be taking over the position, joining the company from Australis College where he held the post of General Manager of Marketing and was successful in his contributions that led to the rapid growth of the organisation.

When he joined the company, Burnett was tasked with introducing the brand to Australian punters, with particular focus on men aged over 35. This included the somewhat controversial, but popular commercial with the Cockney-accented voice-over which appealed primarily to males aged 18 to 35. This has recently been replaced with the Australian-accented Garry Sweet to attract the attention of the over 35 male demographic.

During his tenure, Burnett was also involved in the launch of the innovative Ladbrokes VISA card and the introduction of the cash-in option with the Sydney-based payment firm, Blueshyft.

In a report released by Burnett earlier this year, he announced that Ladbrokes has grown into the third-largest sports betting company in Australia since it launched three years ago. Last year, it generated more than A$1.5 billion and attracted more than 85,000 new depositing customers.


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