ComeOn Group Announces Senior Leadership Appointments to Support Its Next Stage of Growth
ComeOn Group has announced a set of senior leadership appointments as the operator continues to strengthen its organisation and invest in the capabilities behind its next stage of growth.
The move brings in three external hires across product, local market leadership and technology, and promotes an existing executive to Chief Operating Officer. For an operator building across regulated markets, the interesting detail is not the number of appointments but the specific areas ComeOn has chosen to reinforce.
What ComeOn Group’s new leadership appointments actually involve
The changes, announced in a press release published on 17 September 2026, cover four roles.
Alex Woodhams joins as Chief Product Officer, Sara Nunes as General Manager for Finland and Kristoffer Ottosson as Director of IT Operations, alongside the promotion of Sherwin Jarvand to Chief Operating Officer. Together they extend an already experienced leadership team across product, market and technology functions.
Why ComeOn Group’s Chief Product Officer hire matters now
Alex Woodhams joined the Group as Chief Product Officer on 14 September, based in the London office. He arrives with more than 20 years of product leadership across major digital consumer businesses, most recently leading the global customer product organisation at Just Eat across 19 markets.
His career also includes senior roles at Spotlight Sports Group and Tesco, spanning digital transformation, product and technology, personalisation and commercial growth through customer experience. The appointment sharpens the Group’s focus on product-led growth, personalisation and more relevant digital experiences for its players.
What the Finland GM appointment signals for the online gambling market
Sara Nunes has joined as General Manager for Finland, building local leadership ahead of the upcoming regulatory changes to that country’s online gambling market.
She brings more than 15 years of commercial leadership within iGaming, having held senior positions at High Roller Technologies, Rootz, Kindred Group and Betsson Group. Her appointment reflects continued investment in local market expertise and the Group’s ambitions for the locally regulated Finnish market.
How the IT Operations hire supports ComeOn Group’s regulated growth
Kristoffer Ottosson has joined as Director of IT Operations, based in Stockholm. With two decades of infrastructure and technology leadership from NetEnt and Internet Vikings, he brings experience of building and scaling technology operations within complex, highly regulated environments.
In the role he will lead the Group’s IT Operations function, supporting the scalable technology foundation behind its continued growth.
The operational read behind Sherwin Jarvand’s promotion to COO
Sherwin Jarvand has been promoted to Chief Operating Officer, expanding his remit to include Customer Experience alongside his existing commercial and operational responsibilities.
The expanded role brings Customer Experience closer to the Group’s other customer-focused functions, supporting a strategic ambition to position customer services as a driver of player experience and retention.
“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. Alex, Sara and Kristoffer bring deep expertise across three areas that are increasingly important to our strategy – product, local market leadership and technology. At the same time, Sherwin’s promotion to Chief Operating Officer recognises the significant contribution he has already made to ComeOn and gives him a broader mandate across our customer-facing operations. Together, these appointments strengthen an already experienced leadership team and put us in an even stronger position to execute our ambitions in our regulated markets.”
Juergen Reutter, Chief Executive Officer, ComeOn Group
What ComeOn Group’s leadership build means for its regulated markets
The company frames the appointments as part of continued investment in its people, proprietary technology and locally relevant operations as it builds for sustainable growth across its regulated market portfolio.
The most telling thread runs through Finland, where a dedicated general manager has been installed ahead of that market’s regulatory shift, paired with a promotion that pulls customer experience into the operational core. For an operator that names product, local leadership and technology as its priority areas, the question worth watching is how quickly these four hires translate into a measurable edge as Finland’s market reopens under new rules. It is worth noting that these details come from a single ComeOn Group announcement and have not been independently verified, so the strategic read here rests on the company’s own account.
Source: ComeOn Group
