ComeOn Group Strengthens Its Management Team with Key Appointments
The operator appoints Alex Woodhams as Chief Product Officer, promotes Sherwin Jarvand to COO, and adds experience in markets like Finland and technology.
Key Takeaways
- ComeOn Group strengthens its management team with four senior appointments.
- Alex Woodhams steps in as Chief Product Officer after his tenure at Just Eat and Spotlight Sports Group.
- Sherwin Jarvand is promoted to COO, solidifying his impact on data, growth, and operations.
- Sara Nunes will lead the Finnish market after her experience at Kindred Group and Betsson.
- Kristoffer Ottosson strengthens the operator's technology after key roles at Internet Vikings and NetEnt.
ComeOn Group has announced a series of strategic additions to its management team, consolidating its executive structure with several high-level appointments. Alex Woodhams joins as Chief Product Officer, while Sherwin Jarvand ascends to Chief Operating Officer. Additionally, Sara Nunes will take charge in Finland as General Manager, and Kristoffer Ottosson will lead IT operations. These changes bolster ComeOn Group's capability to execute its growth strategy in regulated markets under a strengthened leadership structure.
Appointment of Alex Woodhams as Chief Product Officer
Alex Woodhams takes on the role of Chief Product Officer after serving as Senior Director of Product Management at Just Eat from October 2023 to June 2026. His prior experience includes similar roles in the betting sector, notably his time at Spotlight Sports Group as Chief Product Officer from May 2018 to October 2023. Woodhams also led product areas at Tesco (2014-2018) and previously directed Sports and Betting at O2 (2002-2007). His addition brings a consolidated vision in both digital product and management of fast-regulated industries.
"Alex, Sara, and Kristoffer bring deep expertise in three critical areas for our strategy: product, local leadership, and technology." — Juergen Reutter, CEO of ComeOn Group
Promotion of Sherwin Jarvand to COO and His Internal Trajectory
Sherwin Jarvand advances to his third position in ComeOn Group's senior management since joining in November 2020 as Head of CRM. He was appointed Chief Data Officer in December 2022, followed by his designation as Chief Growth Officer in September 2024. Before joining ComeOn Group, Jarvand spent three years at William Hill (2014-2017), where he rose to Head of Product Optimisation. His promotion acknowledges the impact of his contributions in data, growth, and now customer operations.
Strengthening Presence in Finland with Sara Nunes
As part of its focus on regulated local markets, ComeOn Group has appointed Sara Nunes as General Manager for Finland. Nunes comes from High Roller Technologies, where she served as Chief Commercial Officer since July 2025. Her experience in the Finnish market includes roles as Country Manager at Kindred Group (2017-2022, before the acquisition by FDJ United) and as Brand Manager for localized platforms at Betsson Group between 2014 and 2016. Her knowledge of the Finnish ecosystem will enhance the operator's local growth.
Enhanced IT Direction with the Arrival of Kristoffer Ottosson
Kristoffer Ottosson joins as Director of IT Operations, coming from Internet Vikings after five years, the last four as COO. Previously, he led IT and infrastructure at NetEnt from October 2019 to August 2021. His experience in technological innovation and operations will strengthen ComeOn Group's infrastructure, essential for scaling products and systems in regulated markets.
Strategic Impact of Recent Appointments at ComeOn Group
CEO Juergen Reutter has emphasized that these hires are part of the plan to bring ComeOn Group into a new growth phase. The new executives join an already strengthened structure following the arrival of Michela Tabone Valetta as Chief People Officer in December 2025. With these movements, the operator suggests it is in an "even stronger position to execute its ambitions" within regulated jurisdictions, aligning capabilities in product, technology, and local leadership.
The strengthening of the team coincides with increasing competition in markets such as casino and the consolidation of operations both locally and globally. ComeOn Group focuses on a leadership structure capable of responding to both opportunities and regulatory challenges in Europe and other key jurisdictions.
Frequently Asked Questions
Who is the new Chief Product Officer of ComeOn Group?
Alex Woodhams has been appointed as Chief Product Officer of ComeOn Group. He arrives after leading product at Just Eat and Spotlight Sports Group, bringing experience in betting and technology.
What is Sherwin Jarvand's professional background at ComeOn Group?
Sherwin Jarvand has served as Head of CRM, Chief Data Officer, and Chief Growth Officer before being promoted to COO. He has been with the company since November 2020, following his time at William Hill.
What experience does Sara Nunes bring to ComeOn's leadership in Finland?
Sara Nunes has management experience at High Roller Technologies, Kindred Group, and Betsson Group. Her knowledge of the Finnish market will strengthen the operator's local strategy.
What responsibility will Kristoffer Ottosson have at ComeOn Group?
Kristoffer Ottosson will lead IT operations after five years at Internet Vikings and a prior stint at NetEnt, focusing his efforts on technological infrastructure.
What strategic goal is ComeOn Group pursuing with these appointments?
The aim is to prepare the operator for a new phase of growth in regulated markets. Strengthening leadership seeks to align product, operations, and technology with the global strategy.
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About the author
Gonzalo Marín
Industry Deals Correspondent
Gonzalo Marín covers the corporate deal flow of gambling — operator strategy, M&A, regulated-market entries, and product launches. The reports open with the transaction, cite companies, valuations, and jurisdictions exactly as released, and keep the announcement apart from its actual effect. When a Latin American operator raises capital or a European brand lands in the region, Gonzalo Marín reports who signs, for how much, and on what terms.
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