ComeOn Group Strengthens Leadership Team With Four Senior Appointments
Malta.- 22 September 2026 | www.zonadeazar.com ComeOn Group has strengthened its senior leadership structure through four appointments covering product, operations, technology and local market management as it prepares for its next phase of growth across regulated jurisdictions.
The operator has recruited Alex Woodhams, Sara Nunes and Kristoffer Ottosson while promoting Sherwin Jarvand internally.
Alex Woodhams Named Chief Product Officer
Alex Woodhams joined ComeOn Group as Chief Product Officer on 14 September and is based at the company’s London office.
He brings more than 20 years of product-leadership experience across major consumer-facing digital businesses.
Just Eat Experience
Before joining ComeOn Group, Woodhams led Just Eat’s global customer product organisation across 19 markets.
His career also includes senior roles at Spotlight Sports Group and Tesco.
Product and Personalisation
ComeOn Group expects its new CPO to strengthen areas including:
- Product development.
- Digital experience.
- Personalisation.
- Technology.
- Innovation.
- Customer-led commercial growth.
The appointment supports the group’s wider focus on product-led growth across its proprietary platform.
Sara Nunes Takes Finland Role
Sara Nunes has joined as General Manager for Finland.
Her appointment comes ahead of forthcoming regulatory changes to the Finnish online gambling market.
More Than 15 Years in iGaming
Nunes brings over 15 years of commercial leadership experience within the sector.
Her previous employers include:
- High Roller Technologies.
- Rootz.
- Kindred Group.
- Betsson Group.
ComeOn Group intends to use that experience to build stronger local leadership in Finland.
Finland Becomes a Strategic Priority
The company is preparing for Finland’s transition towards a more open licensing framework.
ComeOn believes local market expertise will be increasingly important as operators prepare to compete under the new regulatory model.
Kristoffer Ottosson Joins IT Operations
The third external appointment is Kristoffer Ottosson, who has become Director of IT Operations.
Based in Stockholm, he will lead the group’s IT Operations function.
NetEnt and Internet Vikings Background
Ottosson has around two decades of technology and infrastructure leadership experience.
His career includes positions at NetEnt and Internet Vikings, giving him experience in technology operations within highly regulated environments.
Scalability and Resilience
His remit will focus on strengthening the technology foundation supporting ComeOn Group’s continued expansion.
Resilience, scalability and operational stability will be particularly important for a business operating multiple brands and jurisdictions through proprietary technology.
Sherwin Jarvand Promoted to COO
ComeOn Group has also promoted Sherwin Jarvand to Chief Operating Officer.
Jarvand already held significant commercial and operational responsibilities within the business and now receives a broader mandate.
Customer Experience Added to Remit
His new responsibilities include Customer Experience.
ComeOn wants to bring customer support closer to its other player-facing functions and increasingly position customer services as a contributor to player experience and retention.
Internal Career Development
Jarvand joined ComeOn Group in 2020 as Head of CRM.
He subsequently held senior positions including Chief Data Officer and Chief Growth Officer before moving into the COO role.
His promotion combines internal leadership development with the group’s three external appointments.
Juergen Reutter Sets Priorities
ComeOn Group CEO Juergen Reutter identified three capabilities as particularly important to the company’s next stage:
- Product.
- Local market leadership.
- Technology.
Jarvand’s wider customer-facing operational responsibilities complement those priorities.
Proprietary Platform Strategy
ComeOn Group operates an in-house casino and sportsbook platform.
Direct ownership of its technology allows the operator to customise products and player experiences across brands and jurisdictions.
The latest leadership changes are intended to reinforce those internal capabilities.
Multi-Brand Portfolio
ComeOn Group operates approximately 15 brands and employs more than 600 people across multiple European locations.
Its portfolio includes ComeOn, Mobilebet, GetLucky, Snabbare, Hajper and Casinostugan.
The business combines international brands with locally adapted propositions.
Industry Context
European iGaming operators are investing more heavily in proprietary technology, personalisation and local-market teams as additional jurisdictions move towards national licensing systems.
For multi-brand operators, the ability to adapt product, compliance, marketing and customer experience market by market is becoming increasingly important.
Next Steps and Impact
Each of the appointments supports a separate part of ComeOn Group’s growth strategy.
Woodhams will focus on product and personalisation, Nunes on Finland, Ottosson on technology infrastructure and Jarvand on broader operations and customer experience.
The operator is therefore positioning its leadership structure around proprietary technology, local expertise and more closely integrated player-facing operations as it expands across regulated markets.
Editó: @fonta
