ComeOn Group Names Three Senior Hires, Promotes Jarvand to COO

ComeOn Group announced a series of senior leadership appointments on September 17, 2026, naming Alex Woodhams as Chief Product Officer, Sara Nunes as General Manager for Finland and Kristoffer Ottosson as Director of IT Operations, alongside the promotion of Sherwin Jarvand to Chief Operating Officer.

The company said the appointments continue its work to strengthen the organisation and to invest in the capabilities behind what it calls its next stage of growth.

Woodhams Takes Product Role in London

Woodhams joined as Chief Product Officer on September 14, 2026, and is based in the company’s London office. He brings more than 20 years of product leadership experience across major digital consumer businesses and most recently led the global customer product organisation at Just Eat across 19 markets. His career also includes senior leadership roles at Spotlight Sports Group and Tesco, spanning digital transformation, product and technology, personalisation and commercial growth driven through customer experience.

ComeOn Group said his appointment further strengthens its focus on product-led growth, personalisation and delivering increasingly relevant digital experiences for its players.

Nunes Appointed General Manager for Finland

Nunes joins as General Manager for Finland, where she will build the company’s local leadership ahead of the upcoming regulatory changes to the country’s online gambling market. She brings more than 15 years of commercial leadership experience within the iGaming industry, with senior positions at High Roller Technologies, Rootz, Kindred Group and Betsson Group. The company said her appointment reflects its continued investment in local market expertise and its ambitions for the locally regulated Finnish market.

Finland’s Parliament adopted the new Gambling Act and the related acts on December 16, 2025, and the President of the Republic approved the acts on January 16, 2026, according to the Ministry of the Interior. Under the reform, the running of betting games, online slot and casino games and online money bingo will be opened to competition under a licensing system, while Veikkaus Oy retains its monopoly on lottery-type games, scratch cards, and physical slot machines and casino games.

Gambling companies can apply for licences from the National Police Board starting March 1, 2026, and the provision of licensed gambling services can begin on July 1, 2027. Veikkaus holds a monopoly on providing gambling services until the end of June 2027, and the Finnish Supervisory Authority takes over licensing and supervision duties under the Gambling Act as of July 1, 2027.

IT Operations and the COO Remit

Ottosson has joined as Director of IT Operations, based in Stockholm. He brings two decades of infrastructure and technology leadership experience from NetEnt and Internet Vikings, which the company said includes building and scaling technology operations within complex, highly regulated environments. In his new role, he leads the group’s IT Operations function, supporting what the company describes as the resilient and scalable technology foundation behind its continued growth.

Jarvand’s promotion adds Customer Experience to his existing commercial and operational responsibilities. The company said the expanded role brings Customer Experience closer to its other customer-focused functions and supports its stated ambition of positioning customer services as a driver of player experience and retention.

“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,” Chief Executive Officer Juergen Reutter said.

Reutter said the three hires bring deep expertise across product, local market leadership and technology, areas he described as increasingly important to the company’s strategy, and that Jarvand’s promotion recognises the contribution he has already made to ComeOn while giving him a broader mandate across customer-facing operations.

The appointments form part of ComeOn Group’s continued investment in its people, proprietary technology and locally relevant operations as it builds for sustainable growth across its portfolio of regulated markets, the company said. The group’s corporate website already lists Jarvand as Chief Operating Officer and Woodhams as Chief Product Officer on its executive team page.

ComeOn Group launched in 2008 and operates 15 brands across several markets on its in-house developed proprietary sports and casino platform, employing more than 500 people across seven locations in Europe. The group is headquartered in St. Julian’s, Malta, and lists offices in London, Stockholm, Umeå, Katowice, Gibraltar and Graz.