ComeOn Group Expands Senior Leadership with Key Appointments Across Product, Operations, and IT

ComeOn Group has made a series of new senior appointments to bolster its leadership team across product, operations, local markets, and IT. The operator has brought in Alex Woodhams as chief product officer, elevated Sherwin Jarvand to chief operating officer, and onboarded Sara Nunes as general manager for Finland and Kristoffer Ottosson as director of IT operations. These moves underline ComeOn Group’s commitment to supporting its next phase of growth in regulated markets.

Strengthening the C-Suite: Focus on Product and Operations

ComeOn Group named Alex Woodhams as its new chief product officer. Woodhams joins from Just Eat, where he spent nearly three years as senior director of product management, from October 2023 to June 2026. Before this, he held the CPO position at Spotlight Sports Group, parent company of Racing Post, between May 2018 and October 2023. Earlier in his career, Woodhams was head of product at Tesco (2014–2018) and previously head of sports and betting at O2 (2002–2007).

Sherwin Jarvand has been promoted to chief operating officer, marking his third C-suite-level role at ComeOn Group since his arrival in November 2020 as head of CRM. Jarvand became chief data officer in December 2022 and then chief growth officer in September 2024. Previously, he spent three years at William Hill (2014–2017), finishing as head of product optimisation with the evoke-owned operator.

"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," said Juergen Reutter, CEO of ComeOn Group.

Key Market and Technical Hires: Finland and IT Operations

Outside the C-suite, Sara Nunes was hired as general manager for Finland. Nunes previously served as chief commercial officer at High Roller Technologies since July 2025. She brings deep experience in the Finnish market, including a role as country manager for Kindred Group before its acquisition by FDJ United (January 2017 to April 2022), and as brand manager for Betsson Group’s Finland-focused Casinoeuro and Nordicbet platforms (December 2014 to October 2016).

Kristoffer Ottosson joins as director of IT operations. Ottosson comes from Internet Vikings, where he spent five years, four as chief operating officer. Prior to that, he headed up IT and infrastructure at NetEnt from October 2019 to August 2021.

CEO Perspective: Aligning Leadership with Strategic Priorities

In a statement on the appointments, ComeOn Group CEO Juergen Reutter highlighted the firm’s focus on preparing for future growth:

"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."

Recent Leadership Moves and Market Context

The firm’s recruitment drive follows the recent addition of Michela Tabone Valetta as chief people officer in December 2025. ComeOn Group has prioritised executive bench strength as it seeks to compete in established and emerging regulated markets worldwide, placing particular emphasis on product development, customer-facing operations, local market specialisation and operational technology.

Background on Appointees

• Alex Woodhams brings senior product management experience from Just Eat, Spotlight Sports Group, Tesco, and O2, with expertise spanning product strategy for both gaming and consumer sectors.
• Sherwin Jarvand has a multi-faceted background in CRM, data, and growth, and has held senior roles at William Hill.
• Sara Nunes has market-specific experience in Finland from roles at High Roller Technologies, Kindred Group, and Betsson Group.
• Kristoffer Ottosson brings operational technology experience from roles at Internet Vikings and NetEnt.

These appointments confirm ComeOn Group’s ongoing investment in specialised leadership and cross-discipline capability to underpin its ambitions in the B2B sector and regulated markets.