‘We’re trying to step change our marketing’: Inside Flutter Entertainment’s transformation plan
The Paddy Power-owner wants to avoid teams marking their own homework as it forges a new centralised marketing function.
By Molly Innes
Flutter Entertainment’s UK division is undergoing a marketing transformation in pursuit of cohesion and efficiency, delivered through a new central marketing function. As part of these changes, it brought former Booking.com head of global marketing operations Gareth Maritz in as marketing director for partnerships, effectiveness and change to head up its effectiveness drive.
The business, which owns Paddy Power, Betfair and Sky Bet, is centralising many of its marketing functions in a bid to create a model that “best serves” its brands. “We’re really trying to step change our marketing,” says Maritz, who in his time at Booking.com set up the centralised marketing team there, so considers himself well placed in his new endeavour.
Discussing Flutter’s approach to effectiveness, Martiz tells Marketing Week: “Effectiveness is as much about safer gambling as it is about delivering against business metrics.”
