Xtremepush Appoints Steve Talbot as CMO, Bringing 25 Years of Marketing, Ecommerce and Commercial Leadership

Xtremepush, a provider of AI-powered CRM, engagement and loyalty technology, has appointed Steve Talbot as Chief Marketing Officer. The company announced the appointment on 15 September 2026.

Talbot will lead the Dublin-headquartered firm’s global marketing strategy as it expands across iGaming, financial services and other highly regulated sectors. He joins following what the company describes as a sustained period of rapid growth.

Steve Talbot brings 25 years across iGaming, finance and travel

Talbot brings 25 years of marketing, ecommerce and commercial leadership experience across iGaming, financial services and travel.

His senior roles include COO at The Pools and Director of Retention and Loyalty at LiveScore Group, with earlier digital and ecommerce experience at NatWest and Avios.

His background operating within highly competitive and regulated environments, the company says, gives him a strong understanding of the commercial pressures facing Xtremepush’s customers. That includes the need to grow revenues while improving operational efficiency and managing costs.

The CMO’s focus: global brand positioning and commercial CRM value

At Xtremepush, Talbot will focus on strengthening the company’s global brand positioning and communicating the commercial value of its CRM and engagement proposition.

A key growth area is the move towards commercial outcome-based campaign creation and automation, enabled by agentic AI. This shifts CRM from traditional campaign execution towards continuously identifying, executing and optimising activity against customers’ commercial targets.

How the appointment connects to the XpertOS agentic CRM platform

This direction is central to XpertOS, Xtremepush’s recently launched agentic CRM platform.

The platform is designed to help businesses increase revenues and improve customer engagement while reducing the operational complexity and costs of managing CRM programmes in highly regulated environments. Bringing in a leader whose background is rooted in retention and loyalty aligns with that platform focus.

Steve Talbot on why he joined Xtremepush

Talbot pointed to the product suite and the platform as what drew him in.

“Xtremepush has built an impressive business, and its growth trajectory makes this a hugely exciting time to join the team. What particularly attracted me is the combination of the breadth and depth of the product suite. Plus the genuine care and commitment to customer success and partnership that is shown everyday by the people that work here,” he said.

He singled out the platform’s role in that decision.

“The launch of XpertOS makes the opportunity even more compelling. XpertOS enables companies to align and optimise every CRM customer interaction, campaign and action back to achieving the executive level outcomes and KPI’s that growth and success is judged against,” he added.

CEO Tommy Kearns on what Talbot brings to Xtremepush

Tommy Kearns, Co-founder and CEO of Xtremepush, framed the appointment around commercial and operational depth.

“As Xtremepush enters its next phase of global growth, Steve brings a powerful combination of commercial, marketing and operational experience. Having led businesses and functions within the highly competitive and regulated markets we are targeting, he understands the challenges our customers face and what it takes to deliver meaningful commercial outcomes,” he said.

He tied that experience to the company’s brand ambitions.

“Our growth has been driven by a great product suite, a genuine focus on customer outcomes and deep expertise in the industries we serve. Steve understands that proposition and will play an important role in translating it into a compelling global brand,” Kearns added.

Where Xtremepush operates and who it partners with

Xtremepush is headquartered in Dublin, with offices in London, São Paulo and New York.

Its partners include Fanatics Betting & Gaming, Livescore, Oddschecker, Superbet, Betsson, Betsul, Hollywood Bets, Kaizen, BetMGM and William Hill.

With Talbot leading global marketing, the near-term test is whether the company can translate its product story, particularly the agentic CRM pitch, into a brand position that resonates as it targets further expansion across regulated markets.

Source: Xtremepush