Exclusive: ComeOn Group strengthens leadership team with senior appointments
Alex Woodhams and Sherwin Jarvand join the operator’s C-suite as chief product officer and COO, respectively, with further appointments to lead IT and Finnish operations
ComeOn Group has announced a series of a new senior leadership hires as the operator solidifies its executive team.
At C-suite level, the firm has appointed Alex Woodhams as its new chief product officer, and promoted Sherwin Jarvand to COO.
Woodhams joins the operator after an almost three-year stint with food delivery platform Just Eat, where he served as senior director of product management from October 2023 to June 2026.
He previously held the chief product officer title at Racing Post parent company Spotlight Sports Group between May 2018 and October 2023.
Before that, Woodhams worked as head of product for Tesco from 2014 to 2018 following a five-year spell as head of sports and betting at O2 between 2002 and 2007.
Meanwhile, Jarvand will take on his third C-suite role with the firm since joining in November 2020 as head of CRM.
He was promoted to chief data officer in December 2022, before transitioning to chief growth officer in September 2024.
Jarvand’s previous industry experience includes a three-year spell with William Hill between 2014 and 2017, with his final role at the evoke-owned operator being head of product optimisation.
Outside of its C-suite, ComeOn Group has appointed Sara Nunes as the firm’s new general manager for Finland.
Nunes joins from High Roller Technologies, where she worked as chief commercial officer since July 2025.
Her experience of the Finnish market extends to stints serving as a country manager for Kindred Group (prior to its acquisition by FDJ United) from January 2017 to April 2022.
She also worked as a brand manager for Betsson Group’s Finland-facing Casinoeuro and Nordicbet platforms from December 2014 to October 2016.
ComeOn Group’s final appointment was Kristoffer Ottosson, onboarding the operator as director of IT operations.
Ottosson joins from Internet Vikings after five years with the supplier, four of which were spent as COO.
Prior to that, he spent almost five years at fellow supplier NetEnt, heading up IT and infrastructure between October 2019 and August 2021.
On the raft of new appointments, ComeOn Group CEO Juergen Reutter said: “We are building ComeOn for its next stage of growth, and having the right leadership and capabilities across the organisation is a fundamental part of that.
“Alex, Sara and Kristoffer bring deep expertise across three areas that are increasingly important to our strategy – product, local market leadership and technology.
“At the same time, Sherwin’s promotion to COO recognises the significant contribution he has already made to ComeOn and gives him a broader mandate across our customer-facing operations.
“Together, these appointments strengthen an already experienced leadership team and put us in an even stronger position to execute our ambitions in our regulated markets.”
The new hires represent ComeOn Group’s latest senior appointments after Michela Tabone Valetta joined as chief people officer in December 2025.