ComeOn Group has appointed three new senior figures and confirmed an internal promotion as it prepares for its next phase of growth.
The Malta-headquartered operator has brought in Alex Woodhams as Chief Product Officer, Sara Nunes as General Manager for Finland, and Kristoffer Ottosson as Director of IT Operations.
Additionally, Sherwin Jarvand has been promoted from his previous position of Chief Growth Officer to the role of Chief Operating Officer.
Woodhams joined the company’s London office earlier this week, bringing substantial industry experience accumulated over five years as CPO at Spotlight Sports Group, which owns Racing Post.
His background also spans major global brands across multiple sectors, including Tesco, Dell, O2, and Just Eat, giving him a broad commercial foundation.
Nunes arrives at ComeOn with a strong track record in the iGaming industry, having previously held roles at High Roller Technologies, Rootz, Kindred Group, and Betsson Group.
She served as country manager for Finland at Kindred and also worked as brand manager of Nordicbet at Betsson Group earlier in her career.
The appointment of Nunes signals ComeOn’s clear intention to enter the Finnish market, which is preparing to move away from the monopoly model held by state-run operator Veikkaus.
Finland’s regulated market is expected to open to private betting companies, and ComeOn appears keen to establish a foothold alongside a growing number of rival operators eyeing the opportunity.
Ottosson joins from iGaming IT provider Internet Vikings, where he spent four years as COO, building a strong reputation for scaling technology operations at pace.
His experience in developing large-scale tech infrastructure positions him well to lead ComeOn’s IT operations function as the group expands.
Chief Executive Officer Juergen Reutter commented on the changes, saying: “We are building ComeOn for its next stage of growth, and having the right leadership and capabilities across the organisation is a fundamental part of that.”
Reutter added: “Alex, Sara and Kristoffer bring deep expertise across three areas that are increasingly important to our strategy – product, local market leadership and technology.”
He also noted that “Sherwin’s promotion to Chief Operating Officer recognises the significant contribution he has already made to ComeOn and gives him a broader mandate across the organisation.”
The cluster of appointments reflects a business that is actively investing in its leadership bench as it looks to compete across both established and emerging regulated markets.
