BetMGM appoints former Fiat Chrysler head as new chief marketing officer
Marketing veteran Casey Hurbis hailed as a “visionary leader” as he joins the operator’s C-suite in his first-ever move into online sports betting and igaming
BetMGM has announced the appointment of former Rocket Mortgage and Fiat Chrysler exec Casey Hurbis as the company’s new chief marketing officer (CMO).
The exec joins the operator having amassed an extensive marketing background across several industries in a 30-year career, with BetMGM hailing his ability to lead on “innovative, needle-moving strategies”.
His most recent role was as senior vice president of brand experiences and strategic partnerships at Rocket Mortgage, which he held since March.
Before that, Hurbis spent seven years as the company’s CMO from April 2017.
During his time at the business, he oversaw the creation of the PGA Tour’s Rocket Mortgage Classic golf tournament, in addition to overseeing Super Bowl commercials which held consecutive number one rankings on USA Today‘s ad meter.
Hurbis also spent six years at Fiat Chrysler Automobiles in various positions, starting as media, social and CRM manager for its Ram Trucks brand in March 2011, then as North America head of Fiat brand communications from August 2011, before combining that job with the head of retail marketing role in November 2016.
In addition, Hurbis is an advisory board member for both Google and Brand Innovators, a committee board member for the Detroit Metro Sports Commission, and an executive mentor at Adweek.
BetMGM said Hurbis will report to its chief revenue officer Matt Prevost and will be based out of Detroit while also spending time at BetMGM’s New Jersey headquarters.
In joining BetMGM, Hurbis will reunite with the operator’s creative agency, Highdive, which he previously worked with to deliver “three top-ranked Super Bowl campaigns at Rocket Mortgage”.
Ahead of the NFL’s return, BetMGM rolled out a new TV ad with its brand ambassador Jamie Foxx while the business also partnered with US media giant Gannett.
This year, the Entain and MGM Resorts International JV also penned deals with X, formerly Twitter, to become the social media platform’s official live odds sports betting partner, as well as the Associated Press as its official odds provider, and the MLB ahead of the 2024 playoffs.
Prevost said: “Building BetMGM from the ground up into one of the most recognisable brands in the sports betting and igaming sphere has been an incredible accomplishment made possible by the tireless efforts of our amazing team.
“Bringing a visionary leader like Casey Hurbis on board adds another impactful advantage for our brand.”
Speaking about his appointment, Hurbis said: “Sports betting is one of the most competitive and rapidly evolving industries in the marketing world, and I’m honoured to join BetMGM at such an exciting time in its growth.
“BetMGM is a brand with incredible momentum, backed by a team that is redefining how we engage and entertain audiences.
“I look forward to pushing the boundaries of creativity and innovation to not only attract new audiences but enhance the experience for our loyal players to even greater heights.”
Arnold Ash is EGR’s Executive Recruitment Partner. They support ambitious organisations to identify and attract industry leading executive talent. Find out more here.