Novibet has appointed Elena Barba as Chief Marketing Officer in an internal promotion that reflects the operator’s focus on brand strategy as it expands across regulated international markets.
From Director to CMO
Barba joined Novibet in 2022 and has held several senior marketing roles within the business. She most recently served as Executive Director of Marketing Communications and Media, having previously worked as Director of Marketing Communications. Her progression through the organisation covers brand strategy, campaign execution, and team leadership across multiple markets.
According to the company, her work contributed to strengthening Novibet’s brand positioning and supporting its entry into new markets, including Brazil and Mexico. She has led teams across Greece and international markets, overseeing multi-channel campaigns and partnerships focused on brand visibility and player engagement.
Global Marketing Remit
In her new role, Barba will oversee Novibet’s global marketing strategy, with responsibility for delivering brand consistency and enhancing customer experience across jurisdictions. Her background spans more than a decade in marketing and communications, with expertise in strategic planning, creative direction, and team leadership.
She holds a Master of Science degree in Marketing and Communication from the Athens University of Economics and Business and is fluent in English, Italian, and Greek.
Expansion Context
The appointment comes as Novibet continues to grow its footprint in regulated markets. The company recently became the naming sponsor of Greece’s top volleyball league under a partnership running through 2028, a move that signals the kind of brand-building investment Barba will now be steering at a global level.
The CMO appointment follows Pantelis Boukouvalas joining as VIP Manager for International Markets, pointing to a broader strengthening of commercial and customer-facing leadership as the operator scales. Novibet has been among the operators pursuing LatAm growth, with Brazil and Mexico representing two of the most actively contested regulated markets in the region.
Brazil’s regulated market, which generated $7bn in GGR in its first year, continues to attract international operators committing senior marketing resource to the market. With Barba’s international background and track record across both European and LatAm campaigns, the promotion positions Novibet to compete more cohesively across its growing portfolio of licensed jurisdictions.
Source: Novibet
