Cath Ryan has announced she is joining Betfred as its new Head of Brand and Customer Experience.

Ryan has 25 years of customer experience across various fields, including with brands like Nike, Adidas and N Brown. Most recently, she served as the Head of Brand and Creative at the Pets at Home Group. Ryan will take over from Jade Daniels.

“I’m thrilled and excited to join Betfred and contribute to its ambitious goals. I look forward to leveraging my experience to drive exceptional brand and customer engagement,” Ryan said in a LinkedIn post.

Ryan joins Betfred as the company undergoes significant operational changes in the United States. The sportsbook announced its departure from Arizona in early November, with Betfred USA CEO Kresimir Spajcic discussing a potential complete withdrawal from the U.S. market. Before the Arizona withdrawal, Betfred had confirmed it would stop operations in Colorado in August and Maryland and Ohio earlier in 2024.