International iGaming operator PointsBet has appointed Kyle Christensen as chief marketing officer in the U.S. As CMO, he will oversee PointsBet’s overall marketing strategy, working closely with core partners to drive product growth and gain overall market share in one of the fastest-growing industries in the world. Christensen will report to PointsBet U.S. CEO Johnny Aitken.
Christensen previously worked as the head of U.S. brand and consumer marketing for Facebook, leading the company’s first-ever brand marketing campaign, More Together. Christensen also led marketing for the launch of Facebook’s video platform, Facebook Watch.
“What an amazing time to be joining the PointsBet team,” said Christensen. “The sports betting industry is growing exponentially and innovating every day, reminding me of the early days of the ‘streaming wars.’ PointsBet’s unique offering, a premium experience delivered to discerning customers, is a story I’m looking forward to sharing. Thrilled to be on a team of professionals ready and willing to challenge conventional wisdom, shake up the status quo, and elevate the sports betting industry. It truly is a marketers dream.”
Before joining Facebook, Christensen held key executive roles at National Geographic and Netflix. At National Geographic, he was responsible for leading the digital transformation of the business, focused on content and communities. At Netflix, Christensen oversaw marketing initiatives surrounding the brand’s global launch and original film and television series, including Narcos and the shows featuring Marvel Intellectual Property.
“PointsBet continues to hire the best talent in the world,” said Aitken. “Our company’s growth trajectory is exciting, and Kyle is going to help take us to the next level. As our business evolves and in-game betting continues to be an ever-more important aspect of the premium experience we offer, upping our game and reaching our customers where they are is critical. I couldn’t be more excited to welcome Kyle to our team and can’t wait to see what we build together.”
Christensen has almost 20 years of high-profile marketing expertise in developing fully integrated content, brand, television, film, consumer, product and partner campaigns.