The Pools appoints Gemma Strath-Billington as Head of Group Marketing
British betting brand The Pools has named former Betfred marketing chief Gemma Strath-Billington as Head of Group Marketing, tasking her with driving brand and engagement strategy after this year's rebrand.
The Pools has announced the appointment of Gemma Strath-Billington as its new Head of Group Marketing, effective from 8 October 2025.
Strath-Billington will take charge of the company’s brand, digital and consumer engagement strategy, with a brief to build on recent marketing initiatives at the historic betting operator.
Career background
Strath-Billington spent 15 years at Betfred, joining in 2006 as Head of Offline Marketing before being promoted to Group Head of Marketing in 2014, where she oversaw several major brand campaigns. She subsequently moved to supermarket chain Iceland to lead a rebrand and repositioning project, and later worked with UK music retailer Play Music Today and Manchester-based live music marketplace GigPig.
At The Pools, she will work alongside chief executive James Arnold and report to chief operating officer Steve Talbot.
Part of wider growth push
The hire adds to a run of senior appointments at The Pools over the past year, including Phillip Donegan as Chief Technology Officer, Chris Williams as Head of Product and Matt Knowles as Head of CRM. These moves form part of a broader growth strategy that included the company’s rebrand in February and the August launch of its ‘True Originals’ television and video-on-demand advertising campaign.
Commenting on the appointment, Strath-Billington said she was looking forward to building on the momentum generated by the relaunch and the ‘True Originals’ campaign, with a focus on innovation and engagement for both existing and new customers.
Arnold said Strath-Billington’s sector experience and record of delivering brand campaigns made her well suited to the role, adding that she would play a key part in extending the brand’s reach among new audiences, including younger football fans.
The Pools is the rebranded identity of The Football Pools, which marked its 100th anniversary in 2023. Alongside its pools betting products, the company offers lotto, sports betting, casino and free-to-play games.