The Pools has announced two major strategic appointments to accelerate its marketing overhaul for a new generation of customers.

First-up is the appointment of former Betfred executive Gemma Strath-Billington, an expert in the planning and delivery of high-engagement campaigns, as its new Head of Group Marketing.

Strath-Billington has led marketing teams for both Betfred and supermarket chain Iceland, driving brand growth and multi-channel activations across retail and digital platforms.

Her tenure at Betfred saw multiple promotions, leading to her becoming Group Head of Marketing in 2014 with oversight of all principal brand campaigns for the UK’s largest high-street bookmaker.

In her remit, Strath-Billington will lead the continued repositioning of The Pools to new audiences — an initiative that began in February with the launch of its heritage-led “True Originals” campaign.

Commenting on the appointment, CEO James Arnold said: “Gemma’s wealth of experience in the sector and proven ability to deliver creative, customer-led campaigns make her the ideal candidate to take The Pools’ marketing strategy to the next level.

“We’ve built strong momentum following our rebrand, and Gemma will play a key role as we continue to leverage the brand’s unique place in British sports and betting culture while reaching new audiences and the next generation of football fans.”

ActiveWin on acquisition and ROI duties 

Furthering its marketing transformation, The Pools has also partnered with Manchester-based digital agency ActiveWin, which will spearhead affiliate and acquisition marketing initiatives.

The collaboration forms part of The Pools’ wider digital strategy, following its migration earlier this year to Gaming Innovation Group’s SportX sportsbook and CoreX iGaming platform — designed to deliver a best-in-class customer experience.

ActiveWin, which has delivered growth campaigns for clients including Betfred, Rank Interactive and NetBet, will help expand The Pools’ online presence and player acquisition through data-driven performance marketing.

Gemma Strath-Billington, newly appointed Head of Group Marketing, commented: “For more than 100 years, The Pools has been the place for great games that are easy, fun and affordable to play. 

“Partnering with ActiveWin allows us to reach new audiences while maintaining the trust, value and enjoyment that have defined The Pools for generations.”

ActiveWin Managing Director, Joshua Gamble, added: “We’re proud to be working with one of Britain’s most iconic gaming brands. The Pools’ digital transformation shows real ambition, and our goal is to help amplify that through smart, targeted marketing that drives measurable results.”