UK betting operator The Pools has named Gemma Strath-Billington as its new Head of Group Marketing, as the company continues to strengthen its leadership team and brand strategy.
Strath-Billington, who brings extensive experience from both the betting and retail sectors, previously held senior roles at Betfred and Iceland. During her 15-year tenure at Betfred, she oversaw major marketing campaigns and brand growth, before moving to Iceland to lead a major repositioning and rebrand project. She has also worked with Play Music Today and live music platform GigPig.
At The Pools, Strath-Billington will lead brand development, digital engagement, and consumer marketing initiatives, reporting to COO Steve Talbot and working closely with CEO James Arnold. Her appointment forms part of a broader growth and restructuring strategy that has included several senior hires over the past year.
The Pools, one of the UK’s most established betting brands, underwent a major rebrand in early 2025 and recently launched its latest advertising campaign, True Originals, across TV and video-on-demand platforms.
Gemma Strath-Billington, The Pools Head of Group Marketing, said: “I’m excited to join James, Steve and all the team at The Pools, who have done such an amazing job in recent months in delivering a game-changing relaunch.
“The ‘True Originals’ campaign was another big step forward for The Pools, and my role will now be to build on that success, delivering a growth strategy centred on innovation and engagement.
“The Pools is such an iconic and cherished brand and I am delighted to take both customers new and old with us as we enter a bright next chapter.”
James Arnold, The Pools CEO, said: “Gemma’s wealth of experience in the sector and track record of delivering successful brand campaigns made her the ideal candidate for the role and we’re delighted to have made this appointment.
“We’ve generated some strong momentum this year following our rebrand and through the launch of our recent ‘True Originals’ campaign, and we look forward to building on this over the coming months.
“Gemma will play an integral role as we continue to leverage the historic brand’s unique position in British sports and betting culture, while reaching new audiences and the next generation of football fans.”
