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Better Collective has strengthened its leadership team with the hire of Kindred Group chief experience officer Britt Boeskov as its new SVP of strategy.

Boeskov has worked at the Stockholm-listed operator ever since 2005. She originally joined as a business development manager before rising through the ranks to become COO in 2009.

After seven years as COO, she became chief programme officer, where she was responsible for the project governance office, product owners, UX teams, business analysts and the acquisition integration department.

In 2019, she took on even more responsibility as chief experience officer, where she oversaw the delivery of Kindred’s overall customer experience.

Boeskov is a highly regarded thought leader within the iGaming industry and her arrival at Better Collective will be considered a major coup for the Copenhagen-based affiliate.

In her new role as SVP of strategy, Boeskov will drive the strategic agenda at the business in close cooperation with group management amid continuous analysis of market trends.

The firm’s responsible gambling agenda will also be developed and executed by her team.

Better Collective CEO Jesper Søgaard said: “I am very pleased that Britt has decided to join Better Collective and look forward to welcoming her as a member of the management team.

“She knows the industry and has vast experience at management level driving digital projects towards end-users. We are a growing company with very big ambitions and many ideas. Britt will become an important asset as we continue our future growth journey.”

Boeskov, who is also a non-executive director at Racecourse Media Group, will start at Better Collective on 1 March 2022.

She said: “I am excited to join Better Collective’s growing leadership team at this crucial stage of the company’s remarkable growth journey.

“Scaling globally while transforming the business to secure a long-term sustainable performance are exactly the type of challenges I enjoy.

“I’ve followed the team from the sidelines for some years and I’m deeply impressed with the culture and ambition of the organisation,” she added.

Boeskov also paid tribute to her former employer Kindred Group in a 200-word LinkedIn post.

She said: “I’ll be forever grateful for the tsunami of growth and learning that followed – and for the experience of belonging in a place where people believed in me and included me.

“During the 17 years I have climbed and moved mountains together with a 15x’ed workforce of ever-awesome people. I can’t help but be immensely proud of the challenges we wrestled, the growth we created and the culture we nurtured.

“Now my journey at Kindred is complete, and it’s with a pinch of nostalgia that I say a fond farewell and thank you to my dear colleagues,” she added.

Kindred Group CEO Henrik Tjärnström said of her exit: “Britt has made an immeasurable contribution to Kindred Group during the last 17 years.

“She has held several key strategic management positions and led innovation projects that transformed both Kindred and the wider gaming industry.

“Most importantly, her passion for supporting the development of others means that Kindred is left today with many people who have benefited from Britt’s leadership and experience,” he added.

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