LeoVegas brings on former Marathonbet CMO for director role
Sam Behar joins the Stockholm-headquartered operator as director of UK and Ireland
LeoVegas has announced that Sam Behar will join the firm in the new year as its director of the UK and Ireland.
Behar joins the operator following a contract role as senior VP of marketing since August. Prior to that, he spent two years as director of advertising firm Tomorrow Advertising.
Behar has previous experience in the igaming sector. He carried out the role of chief marketing officer at Marathonbet between January 2019 and January 2020.
In that role, he managed the global marketing efforts across the group and was responsible for acquisition, retention, sponsorship and brand functions.
His other roles have included media account executive at LBi and Rocket Rights.
In a LinkedIn post, Behar said: “I’ll be joining LeoVegas Group as the director of UK and Ireland from the new year. It means waving goodbye to the south coast and moving the family to Newcastle.
“I’d like to thank Chris Welch, Niklas Lindahl and Paul Dixon for their encouragement and opportunity. The way they speak about the business and highlight the ambition the group has makes this an incredibly exciting prospect, and I can’t wait to get started.”
This is the firm’s first hire following the conclusion of its acquisition by MGM Resorts.