ComeOn Group has appointed Alex Woodhams as chief product officer and promoted Sherwin Jarvand to chief operating officer, two of four senior hires the operator confirmed on 15 September.
The other two sit outside the C-suite. Sara Nunes takes over as general manager for Finland, and Kristoffer Ottosson joins as director of IT operations. The four appointments cover product, technology and local market management, and follow the arrival of Michela Tabone Valetta as chief people officer in December 2025.
A product chief from outside gambling
Woodhams joins from food delivery platform Just Eat, where he was senior director of product management from October 2023 to June 2026. Before that he spent five years as chief product officer at Spotlight Sports Group, the parent company of the Racing Post, from May 2018 to October 2023.
His earlier career runs through retail and telecoms. He was head of product at Tesco from 2014 to 2018, and head of sports and betting at O2 between 2002 and 2007.
That gives ComeOn a product lead whose most recent operating experience comes from consumer technology. Spotlight Sports Group is the closest gambling-adjacent role on his record: it supplies racing data, tipping products and content to bookmakers. It is a B2B content business, not a licensed operator.
Woodhams inherits a product stack ComeOn has been reworking through supplier deals. The group integrated Kambi’s odds feed into its proprietary sportsbook platform in February 2026, signed a personalisation partnership with AxiumAI in April, and added Xtremepush in August.
Jarvand’s third C-suite title in four years
Jarvand’s promotion to COO is his third C-level role at ComeOn since he joined in November 2020 as head of CRM. He was made chief data officer in December 2022 and moved to chief growth officer in September 2024.
He spent three years at William Hill, now part of evoke, between 2014 and 2017, leaving as head of product optimisation.
The COO title gives him a mandate across customer-facing operations, widening a remit that has been built around data and growth rather than operational delivery.
Finland ahead of licensing
The Finland appointment is the one with the clearest timing logic. Nunes joins from High Roller Technologies, where she was chief commercial officer from July 2025.
Her Finnish market record goes back further. She was a country manager at Kindred Group from January 2017 to April 2022, before Kindred’s acquisition by FDJ United, and worked as brand manager for Betsson Group’s Finland-facing CasinoEuro and NordicBet brands from December 2014 to October 2016.
Finland is replacing Veikkaus’s online monopoly with a licensing system, with licensed operators expected to go live in 2027. Operators targeting the market are staffing local leadership ahead of that date, and a general manager with two previous stints selling into Finnish players fits that pattern.
The wider Nordic picture is not uniformly friendly. In Sweden, the Consumer Agency has taken the Postcode Lottery to court over Instagram advertising, one of several enforcement actions raising the compliance cost of Nordic marketing.
IT operations from the supplier side
Ottosson arrives from hosting and licensing supplier Internet Vikings after five years, four of them as chief operating officer. He spent close to five years at NetEnt before that, heading IT and infrastructure from October 2019 to August 2021.
His background is in infrastructure, hosting and the server requirements that come with regulated-market licensing, which is where Internet Vikings does most of its work.
What ComeOn said
ComeOn Group CEO Juergen Reutter tied the appointments to the operator’s next growth phase.
“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 COO 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.”
Executive churn has been steady across the sector this year, with DAZN naming a new CFO and COO in the same week.
ComeOn has now changed or added five senior leaders in ten months. The test comes in 2027, when Finland’s licensed market opens and the product and infrastructure work Woodhams and Ottosson are hired to run has to support entry into it.
Source: ComeOn Group
