Pinnacle Hires CMO in Move to Expand its Marketing Activity


Online betting and gaming operator Pinnacle has appointed Ben Cove as the company’s new Chief Marketing Officer.

Pinnacle has today announced the appointment of Ben Cove as Chief Marketing Officer. A new role within the organisation’s executive structure, the move to bring in a CMO offers a clear insight into the strategic focus at Pinnacle as the bookmaker plans for 2021 and beyond.

Cove brings with him a wealth of multi-channel and multinational marketing experience, built from a strong background within the online gaming sector at the likes of Kindred Group and Addison Global.

Ben will oversee Pinnacle’s drive to go beyond its current position as the bookie of choice for serious bettors and professional gamblers – delivering the brand to a wider mainstream audience.

Paris Smith, CEO of Pinnacle said:

“We’ve achieved several major milestones at Pinnacle in the last couple of years and this appointment is another to add to that list. We invested a lot of time and resource developing an enhanced experience for our customers with our Future View website, meaning the quality of the Pinnacle platform now matches our unbeatable product. The next stage of our journey is to make sure as many people as possible know about Pinnacle, so they can find out for themselves that we truly do offer the best betting experience online.

“Historically Pinnacle has been fairly lean in terms of our marketing activity. We are built on our reputation for low margins, high limits, and a unique ‘winners welcome’ policy. But in reality, we offer much more than that. We’ve modernised the sportsbook, expanded the depth and breadth of our market offering, and continue to provide customers with compelling content to educate and empower them.

“I’m so excited for Ben and the rest of the marketing team to build on this foundation. His passion, creativity, and broad range of skills are well-suited to help take Pinnacle to the next level.”

Ben Cove, Pinnacle’s new CMO added:

“Pinnacle has an unrivaled heritage in online sports betting, and I’m hugely excited to drive the brand forward into the mainstream marketplace; leveraging its powerful reputation, making its industry-leading content more accessible, and casting its marketing net to wider global audiences. This is a rare and unique opportunity, and I am immensely proud to lead a world-class team of marketing talent as we embark on the next chapter of Pinnacle’s remarkable story.

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