Title CEO
Nationality Swedish
Born in 1970
Employed since 2008
Holdings 1,762,339 SDRs and 237,096 PSPs
Previous assignments Long before he was appointed CEO in 2010, Henrik Tjärnström was a part of the Kindred Group (then Unibet Group). He joined the Board of Directors in 2003 and was part of the Board until when he stepped into the role as Chief Financial Officer in 2008. Henrik holds an MSc in Industrial Engineering and Management from the Institute of Technology, Linköping University, Sweden. Before joining the Kindred Group, he was employed as Senior Financial Manager at Skanska Infrastructure Development AB from 2001 to 2008.
Title Chief Commercial Officer (Region 2)
Nationality Swedish
Born in 1980
Employed since 2020
Holdings 0 SDRs
Previous assignments Nils joined Kindred Group in July 2020 as Chief Commercial Officer for Region 2. He has worked at Kindred in the past, holding a number of positions between 2006-2016. He joined what was then Unibet Group in 2006 as a Management Trainee, worked as Head of Poker and Head of Established Markets before spending the final four years as Chief Marketing Officer for the Unibet brand. Nils has also held positions as Chief Marketing Officer at CurrencyFair and as Director of Digital Marketing at GVC Group. Nils studied marketing at Stockholm School of Economics and Sociology at Stockholm University. He has previously served on the Advisory Board of Kaplan AB before their acquisition by Accenture Digital and he currently sits on the Board of EasyPark Group, the leading mobile parking company in Europe
Title Chief Product Officer
Nationality Swedish
Born in 1976
Employed since 2005
Holdings 0 SDRs
Previous assignments Erik Bäcklund joined Kindred Group (Unibet Group) as responsible for the Sportsbook PR bets area in 2005 and was appointed Chief Product Officer 15 years later in 2020. He played a pivotal role within the Group, driving the evolution of the Sportsbook organisation and took up the role as Group Head of Sportsbook in 2009. Erik also oversaw significant in-house initiatives across the business, including the development and launch of the successful proprietary Kindred Racing Platform. Prior to joining Kindred Group, he worked for Kaos Entertainment Ltd and Siemens AG. Furthermore, Erik holds a BA in Modern Languages and International Business from London South Bank University.
Title Chief Marketing Officer
Nationality Russian & British
Born in 1983
Employed since 2010
Holdings 1,634 SDRs
Previous assignments Elena Barber has worked in the online gambling industry for over 14 years. Having held a number of key marketing positions she now leads Kindred’s Global Marketing Services team. Elena joined Kindred (then Unibet Group) in 2010, and prior to her appointment as Chief Marketing Officer she led Kindred’s Central Brand Marketing function. Elena holds a degree in Marketing and Advertising from the International Academy of Business and Management in Moscow. She lives in London and is based at Kindred’s Wimbledon office.
Title Chief Experience Officer
Nationality Danish
Born in 1978
Employed since 2005
Holdings 29,637 SDRs
Previous assignments Britt Boeskov joined the Kindred Group (Unibet Group) as a Management Trainee in 2005, and joined the Group’s executive management team in 2008, first as Head of Marcom Services, then in 2009 as Chief Operations Officer, and most recently as Chief Programme Officer in 2016. From 1 January 2019, she is Chief Experience Officer. She has experience in leading complex strategic and transformational C-level projects, and from managing Kindred's online and mobile gambling products. Britt holds a Master’s degree in Management from Copenhagen Business School.
Title Chief HR Officer
Nationality British
Born in 1964
Employed since 2012
Holdings 22,764 SDRs
Previous assignments Gavin Hayward holds over 25 years of HR experience gained in a variety of sectors. Gavin was appointed Chief HR Officer of the Kindred Group (then Unibet Group) in 2012. Before joining the Kindred Group, he was part of Siemens plc over a period of 10 years. Gavin has worked at board level within multisite and multinational organisations and has worked with HR management at both strategic and operational level. He is Fellow of the Chartered Institute of Personnel and Development, holds a Higher National Diploma in Business and Finance, and a Post Graduate Diploma in HR Management from Manchester University.
Title Chief Legal & Compliance Officer
Nationality Belgian
Born in 1976
Employed since 2006
Holdings 1,500 SDRs
Previous assignments Ewout Keuleers has over 18 years of experience in the online gambling industry. He joined Kindred Group in 2006 and prior to his current position, was the Group’s General Counsel. Following positions as Vice Chairman and Board Member of the International Betting Integrity Association (IBIA) for more than 10 years, Ewout remains committed to sustainable policymaking via his ongoing work with IBIA and the EASG (European Association for the Study of Gambling). He is a registered solicitor with the law society of England and Wales and is a member of the Institute of Risk Management. Besides a dual lawyer qualification under civil (Belgian attorney) and common law (solicitor), Ewout holds a law degree of the Catholic University of Leuven (Belgium) and DESS on law and management of new technologies (Belgium).
Title Chief Technology Officer
Nationality Swedish
Born in 1969
Employed since 2013
Holdings 16 309 SDRs
Previous assignments Marcus Smedman has been a part of the Kindred Group since 2011, where he joined the Tech team as a consultant. Since then he has held various roles as Team Leader, Head of Development Australia and Head of Development global. In January 2015 Marcus was appointed Chief Technology Officer, being responsible for Kindred Tech strategy and operation globally. Marcus has worked in the IT industry since the mid 1990's, working as a java developer, team lead, development manager and more. He has studied Electronics and Computer Science at Uppsala University.
Title Chief Commercial Officer (Region 1)
Nationality Dutch
Born in 1971
Employed since 2008
Holdings 12,314 SDRs
Previous assignments Anne-Jaap Snijders has worked over 20 years in sports, media and online gambling. In 2008, he joined Kindred Group (then Unibet Group) to work as the Marketing Manager for Western Europe. Furthermore, Anne-Jaap has been the General Manager for Belgium, Germany, Romania and Australia. 1 January 2019 he became the Chief Commercial Officer Region 1. He holds a Master of Science in Economics, specialising in Marketing and is based in Malta.
Title Chief Financial Officer
Nationality Swedish
Born in 1966
Employed since 2020
Holdings 0 SDRs
Previous assignments Johan Wilsby joined Kindred Group in 2020, as Chief Financial Officer. He brings a wealth of experience, having held numerous finance positions within the tech industry over the last 15 years. Previously, he was Chief Financial Officer at Tobii AB and has worked for companies such as HP, Microsoft and Transmode AB in the past. He holds an MSc in Finance and Marketing from the Stockholm School of Economics.
