ComeOn Group Appoints Senior Leaders to Drive Product and Market Expansion

ComeOn Group has expanded its senior leadership team to reinforce its product strategy, local market presence, and technology operations. Alex Woodhams joins as Chief Product Officer, Sara Nunes steps in as General Manager for Finland, and Kristoffer Ottosson takes on Director of IT Operations. Sherwin Jarvand has been promoted to Chief Operating Officer, bringing customer experience under his remit. These changes set the group up for growth initiatives and regulatory shifts, particularly in Finland and other regulated markets.

Product-Led Growth: Chief Product Officer Appointment

Alex Woodhams was named Chief Product Officer for ComeOn Group, effective 14 September 2026, based at the company’s London office. Woodhams brings over two decades of product leadership experience from major digital brands. He most recently led the global customer product organisation at Just Eat, overseeing 19 markets. His prior roles include senior posts at Spotlight Sports Group and Tesco, focused on digital transformation, personalisation, technology, and commercial growth through enhanced customer experience.

The Chief Product Officer role is central to ComeOn’s strategy to drive product-led growth. The company aims to deliver increasingly relevant digital experiences and improve personalisation for players. Juergen Reutter, Chief Executive Officer at ComeOn Group, commented,

“Alex, Sara and Kristoffer bring deep expertise across three areas that are increasingly important to our strategy—product, local market leadership and technology.”

Woodhams’ appointment is intended to accelerate product innovation and strengthen the company’s position in its regulated casino markets.

Local Market Focus: General Manager for Finland

Sara Nunes has joined ComeOn Group as General Manager for Finland, reflecting the group’s intent to deepen its presence in this evolving market ahead of forthcoming regulatory changes to Finland’s online gambling rules. Nunes brings over 15 years of commercial leadership within iGaming, with experience at High Roller Technologies, Rootz, Kindred Group, and Betsson Group. Her appointment demonstrates the group’s commitment to investing in local leadership and expertise as Finland moves toward a locally regulated framework.

“Having the right leadership and capabilities across the organisation is a fundamental part” of ComeOn’s plans, CEO Reutter emphasised. The company aims to position itself to capitalise on growth opportunities once local regulations come into effect.

Technology Infrastructure: IT Operations Director

Kristoffer Ottosson is the new Director of IT Operations at ComeOn Group, operating out of its Stockholm office. Ottosson brings two decades of infrastructure and technology management experience, most recently at NetEnt and Internet Vikings. His remit includes building and scaling technology operations, with a special focus on supporting compliant and resilient systems in complex and highly regulated environments.

With Ottosson leading IT Operations, ComeOn aims to bolster the technical foundation supporting its growth in multiple regulated markets and ensure the scalability demanded by its expanding operations. This is part of the group’s broader push toward strengthened operational resilience and technical excellence.

COO Promotion and Customer Experience Mandate

The company has also promoted Sherwin Jarvand to Chief Operating Officer. The expanded COO role incorporates responsibility for Customer Experience alongside commercial and general operations. Jarvand’s new scope aims to align customer service directly with other player-facing divisions to improve retention and player satisfaction.

By integrating Customer Experience under COO leadership, ComeOn Group seeks to further embed customer-centric thinking in every aspect of its operations. According to Reutter, Sherwin’s broader remit “recognises the significant contribution he has already made to ComeOn and gives him a broader mandate across our customer-facing operations.”

Building for Regulated Market Growth

These senior appointments form part of ComeOn Group’s ongoing investment in talent, proprietary technology, and tailored local operations. The group’s strategy focuses on achieving sustainable growth across its regulated market portfolio. Each executive appointment targets a critical area: product development, local market compliance, technology infrastructure, and customer experience management.

ComeOn Group continues to develop its leadership capabilities and product offerings as regulatory frameworks evolve across Europe. The group’s actions reflect its ambition to deliver localised, compliant, and competitive experiences, especially in newly or soon-to-be regulated markets like Finland. Read more about the regulated market landscape for further context.

“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,” said CEO Reutter.

Investments in people, technology, and local relevance remain central to ComeOn Group’s growth trajectory as it looks to extend its reach and adapt to new regulatory and market dynamics in the coming years.