Alongside former Chief Creative Officer (CCO) and current interim CEO Nils Andén, Elen Barber and AJ Snijders led a review of Kindred’s commercial and marketing operations in the second half of 2022.
Kindred announced that Barber and Snijders have decided to leave the business after the conclusion of this process and will depart in the autumn.
These resignations mark the latest changes in Kindred’s senior leadership, following the recent news of CEO Henrik Tjärnström and CFO Johan Wilsby also leaving the company.
Both Barber and Snijders have been with Kindred for over a decade, with Barber starting as an affiliate manager in 2010 and progressing through the ranks and Snijders joining in 2008, initially focusing on the Benelux region.
It is important to note that the departures of Barber and Snijders are not connected to the previously announced resignations of CEO Tjärnström and CFO Wilsby.
In expressing her departure, Barber said, “I’m proud to have played my part in Kindred’s success over the past 13 years. Our fantastic global marketing team has built a solid foundation upon which Kindred can continue to grow in competitive and exciting markets. It’s now the right time for me to move on to fresh opportunities ahead.”
Snijders added, “I had a great time at Kindred. It has been a fantastic journey working out of the Sydney, Malta, and Amsterdam offices with extremely talented colleagues. The pinnacle was to receive the Dutch license and building up market leadership with the local teams.”
Kindred acknowledged Barber and Snijders for their significant contributions to the company’s success over the last decade and expressed gratitude for their dedication and leadership.
In July 2022, InnovateChange reported that Kindred had reached out to several businesses to explore the potential for a sale. These included major European gaming operators like Entain, 888, and Tipico, as well as private equity firms such as Apollo Global and Blackstone. Activist investor Corvex Management, which holds a 15% stake in the company, has been advocating for a sale.
In April, Kindred announced a strategic review that could potentially lead to a merger, sale, or partial sale of the business. This review was prompted by a disappointing performance in 2022, particularly in the fourth quarter.
