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ASX-listed online betting operator BlueBet Holdings has appointed former PepsiCo and Nova Entertainment marketer Tony Thomas as its new CMO.

For the past three years, Thomas has worked as a consultant for Australian businesses, focusing on the development and implementation of brand and acquisition strategies, as well as delivering growth across technology sectors.

Prior to his consulting work, Thomas spent nine years as chief marketing and digital officer for leading Australian radio broadcaster Nova Entertainment, where he was responsible for the firm’s digital marketing and brand strategy. He resigned from that role in 2019.

Prior to Nova, Tony held several senior marketing roles including as marketing director of PepsiCo International and head of media and advertising at supermarket chain Coles.

“Tony is a world-class marketer that thinks differently, and we’re delighted to be bringing his expertise, drive and track record of supporting growth to BlueBet,” said BlueBet CEO Bill Richmond.

BlueBet CMO Tony Thomas: “Australians have lots of choice when it comes to punting so creating an Australian brand that Aussie punters love is important.”

“Tony is bringing a strong strategic mind to the company and has some exciting ideas about how we can take our brand and proposition to the next level. He understands that BlueBet is a challenger brand with a unique proposition and appeal to Australian punters and we think his expertise and vision will make a real impact to our business.”

Incoming CMO Thomas added: “It’s such an exciting time for BlueBet, as it experiences strong growth in the market, and I’m looking forward to helping it accelerate its growth agenda, disrupt the market, and continue to take market share.

“Australians have lots of choice when it comes to punting so creating an Australian brand that Aussie punters love is important. The BlueBet team has done an outstanding job and have a ton of industry knowledge and I’m excited to be joining such a high performing and passionate team.”

BlueBet has hit the headlines in recent months, having made a $500,000 strategic investment in free-to-play sports gamification platform provider Low6 in October.

The operator said it expects to leverage its investment in the business to expand its product offering into free-to-play games, to assist in onboarding and engaging its customer base.

In addition to its Australian presence, BlueBet’s US-facing brand ClutchBet is currently live in Iowa’s regulated market, and is working towards additional state launches in Colorado, Louisiana and Indiana.

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