Entain's UK Marketing Chief Departs: What It Means for Ladbrokes and Coral

Dr. Annelies De Vos · 2026-07-21

Entain has launched an executive search for a new Chief Marketing Officer for its UK business following the departure of Charlotte Emery, who leaves after two years overseeing marketing activity across several of the gambling group's major brands. The company confirmed that Emery departed on mutually agreed terms. Her successor will take responsibility for the marketing strategy and media investment supporting Ladbrokes, Coral, Gala and Foxy Bingo. The role will also cover the development of those brands as Entain reviews its broader marketing approach. ### A Leadership Change at a Critical Time This isn't just a routine hire. Entain is one of the biggest players in the UK gambling market, and the CMO role is central to how it competes. With Ladbrokes and Coral being household names, the new marketing chief will need to balance brand loyalty with fresh strategies. The timing matters too. The UK gambling industry is under intense regulatory scrutiny, and marketing has become a minefield. You can't just throw money at ads anymore. The new CMO will have to navigate stricter rules on promotions and responsible gambling messaging while keeping revenue flowing. ### What the New CMO Will Handle The role covers a lot of ground. Here's a quick breakdown of the key responsibilities: - **Brand strategy**: Developing and executing marketing plans for Ladbrokes, Coral, Gala, and Foxy Bingo. - **Media investment**: Managing a massive advertising budget across TV, digital, and sponsorships. - **Customer acquisition**: Driving new sign-ups through targeted campaigns and offers. - **Regulatory compliance**: Ensuring all marketing meets UK Gambling Commission standards. - **Team leadership**: Overseeing a large marketing department and external agencies. It's a big job. The brands involved are some of the most recognized in UK betting, so the pressure is on to find someone who can handle the scale. ### Why Charlotte Emery's Departure Matters Charlotte Emery wasn't just any executive. She joined Entain in 2022 from The Very Group, where she was marketing director. During her two years at Entain, she oversaw the marketing for all the major brands and helped steer the company through a period of change. Her departure on "mutually agreed terms" suggests a strategic shift rather than a fallout. Companies often use that phrase when they're restructuring or when a leader's vision no longer aligns with the company's direction. For Entain, this could mean they're looking for a CMO with a different skill set. Maybe someone more focused on digital transformation or customer retention. The gambling industry is moving toward more data-driven marketing, and Entain might want a leader who can leverage AI and analytics to optimize campaigns. ### The Search for a Successor Finding the right person won't be easy. The UK marketing talent pool is competitive, and gambling companies have to be careful about who they hire. The role requires someone who understands both traditional advertising and digital channels. They also need to be comfortable with the ethical tightrope of gambling marketing. Entain has been investing in responsible gambling initiatives, and the new CMO will need to champion those efforts while still driving business growth. The search is likely to be international. While the role is UK-focused, Entain is a global company with operations in Europe, the Americas, and Australia. They might look for someone with experience in regulated markets like the US or Australia, where gambling advertising rules are different. ### What This Means for the Brands Ladbrokes and Coral are the crown jewels of Entain's UK portfolio. They've been around for decades and have loyal customer bases. But they face stiff competition from newer online-only brands like Bet365 and 888. The new CMO will have to find ways to modernize these brands without alienating their core audiences. That could mean more digital advertising, better mobile apps, or partnerships with sports leagues. Foxy Bingo and Gala are in a different category. They cater to a more casual, often female audience. The marketing for these brands needs to be lighter and more social. The new CMO will have to tailor strategies for each brand's unique customer base. ### Looking Ahead Entain's decision to review its marketing strategy suggests bigger changes are coming. The company has been shifting its focus from pure gambling to a broader entertainment model, with investments in sports betting and online gaming. The new CMO will be a key part of that transformation. For now, the search is on. It could take months to find the right candidate. In the meantime, Entain's marketing team will likely operate with interim leadership. The industry will be watching closely. Whoever takes the role will have a huge influence on how some of the UK's biggest betting brands compete in a rapidly changing market.