The Pools expands its team with Product and CRM Appointments

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The Pools strengthens its leadership team by appointing Chris Williams as Head of Product and Matt Knowles as Head of CRM.

Both hires will play a key role in The Pools’ growth in 2025, as the well-known British betting brand updates its multi-channel strategy ahead of a rebranding campaign planned for the new year.

Williams has 10 years of experience in the sports betting industry, working on product development across app, mobile, and web. His career includes three years as Product Manager at SIS Betting, four years as Senior Product Manager at Sky Betting & Gaming, and three years as Head of Product at LiveScore Group.

Knowles brings a strong background from his time at BV Group (formerly Victor Chandler), Betfair, Gamesys, and Betway Group, where he led global projects to improve customer engagement, retention, loyalty, and satisfaction.

The announcement comes after The Pools recently appointed Sharon Wright, a former executive at Nike, Adidas, and Reebok, as Marketing Director, and Phillip Donegan, a former Betfred software engineering expert, as Chief Technology Officer. The brand is expected to announce more appointments in the coming months as part of its growth strategy for 2025.

James Arnold, the CEO of The Pools, mentioned:

As we head into 2025, both enhancing our product and building upon our relationships with loyal customers while targeting new ones is imperative to our major rebrand and sustaining growth in 2025.

We are in good hands with Chris and Matt’s rich experience in these areas and bringing them on board gives me great satisfaction as I know the many skills both have to offer and the value they’ll bring to The Pools moving forwards.

With so much excitement about our prospects for next year, our improved web, mobile and app experience for customers will be a cornerstone of our multi-platform digital transformation.

Chris Williams, the Head of Product of The Pools, added:

The Pools is a British institution and has such a rich heritage in the UK so I am thrilled to join James and the team for an exciting new chapter in 2025.

My remit will be to deliver a best-in-class product across web, mobile and app as we relaunch this iconic brand to new audiences and I am delighted to accept the challenge.

Matt Knowles, the Head of CRM of The Pools, has also commented:

The Pools is built on its loyal customer base that has given the brand its unique and unrivalled identity across its 100-year history.

I am looking forward to helping engage and grow The Pools’ many players and targeting new audiences as James and the team continue to make great strides with such a well-respected and much-loved brand.