Xtremepush appoints Steve Talbot as new global chief marketing officer

Xtremepush has appointed Steve Talbot as its new Chief Marketing Officer, adding an experienced commercial and customer engagement executive to the leadership of the Dublin-headquartered technology company. The appointment comes as Xtremepush continues to develop its international presence across iGaming, financial services and other regulated sectors.

The arrival of Steve Talbot gives the company a senior marketing leader with experience spanning customer retention, loyalty, digital commerce and commercial operations. His background includes senior positions with LiveScore Group and The Pools, giving him direct experience of highly competitive environments where customer engagement and long-term retention are important components of business performance.

Xtremepush strengthens its marketing leadership

In his new role, Talbot is expected to lead Xtremepush's global marketing strategy while helping the company communicate the wider value of its technology offering to customers in regulated markets.

Xtremepush describes itself as an omnichannel customer engagement platform powered by a built-in customer data platform. The company says its technology combines real-time data, AI and gamification to support personalised customer journeys and engagement across different stages of the lifecycle. It currently states that its platform is used by more than 250 brands worldwide and that it operates from Dublin with additional offices in London, New York and São Paulo.

That positioning gives Talbot a broad commercial remit. Rather than focusing solely on conventional brand activity, his role is closely connected with communicating how data, CRM, loyalty and automation can contribute to measurable customer outcomes.

Tommy Kearns, Co-founder and CEO of Xtremepush, said: “As Xtremepush enters its next phase of global growth, Steve brings a powerful combination of commercial, marketing and operational experience. Having led businesses and functions within the highly competitive and regulated markets we are targeting, he understands the challenges our customers face and what it takes to deliver meaningful commercial outcomes.

“Our growth has been driven by a great product suite, a genuine focus on customer outcomes and deep expertise in the industries we serve. Steve understands that proposition and will play an important role in translating it into a compelling global brand.

Talbot brings experience across retention and commercial roles

Talbot's professional history includes a substantial period with LiveScore Group, where he served as Director of Retention and Loyalty. Xtremepush itself previously featured Talbot in its Experts in the Room podcast, where the discussion focused on fan engagement, retention and the role of data-led decision-making in sports betting and gaming.

He later moved into senior leadership positions at The Pools, progressing through commercial and operational responsibilities before becoming Chief Operating Officer. Public company information confirms Talbot's role at The Pools, while the company's recruitment announcements have also identified him as COO in reporting structures for senior marketing appointments.

This background is relevant to Xtremepush because regulated operators increasingly need marketing strategies that connect acquisition and retention activity with customer value, operational controls and compliance requirements.

The commercial context is particularly significant for CRM suppliers. Operators cannot treat customer communications simply as a creative exercise. Messaging, segmentation, consent, player status and jurisdictional requirements all need to work together within an increasingly data-driven environment.

XpertOS adds a new dimension to the role

Talbot's appointment also comes at an important point in Xtremepush's product development. Earlier in 2026, the company introduced XpertOS, describing it as an agentic CRM operating system for regulated customer engagement. The platform is designed to help CRM teams analyse customer information, discover audiences, build campaigns and manage workflows while maintaining governance and approval processes.

XpertOS is positioned around a combination of automation and controlled decision-making. Xtremepush says its architecture separates AI-driven reasoning from governance controls, with consent, suppression rules, responsible gambling indicators and jurisdictional logic handled within the platform's governed data layer.

The product is also continuing to evolve. Xtremepush's documentation shows frequent releases and updates throughout 2026, including improvements involving access controls, campaign synchronisation, approvals, analytics, integrations and AI-assisted CRM workflows. The company currently describes XpertOS as being available through a phased early adopter programme ahead of general availability.

Against that backdrop, Talbot's marketing experience could be particularly relevant as Xtremepush works to explain the commercial application of agentic CRM to buyers operating in highly regulated environments.

Focus on regulated customer engagement

Xtremepush has increasingly positioned its technology around regulated industries rather than treating iGaming as an isolated market. Its current product portfolio includes CRM, loyalty, gamification, customer data capabilities and AI-led tools designed to support customer engagement across different channels.

For operators, the practical challenge is not simply sending more communications. It is determining which customers should be contacted, when engagement should take place and which channels are appropriate while ensuring applicable controls remain in force.

This is especially important in gambling markets, where regulatory obligations can affect customer communications, responsible gambling measures and the handling of player data. In Great Britain, the Gambling Commission regulates most forms of gambling and licenses businesses and individuals operating within its framework.

Data protection is another important consideration for CRM technology. The UK's Information Commissioner's Office provides guidance for organisations on data protection and UK GDPR requirements, areas that are directly relevant to businesses using customer data for personalised engagement.

Talbot sets out his priorities

Steve Talbot, CMO of Xtremepush, added: “Xtremepush has built an impressive business and its growth trajectory makes this a hugely exciting time to join the team. What particularly attracted me is the combination of the breadth and depth of the product suite. Plus the genuine care and commitment to customer success and partnership that is shown everyday by the people that work here.

“That provides a fantastic platform to position the brand for further global expansion across iGaming, financial services and beyond. The launch of XpertOS makes the opportunity even more compelling. XpertOS enables companies to align and optimise every CRM customer interaction, campaign and action back to achieving the executive level outcomes and KPI’s that growth and success is judged against.

“I’m looking forward to working with Tommy and the team to build on the success to date and to help take Xtremepush to the next level globally.”

The comments underline the commercial focus attached to the appointment. Talbot's remit is not limited to increasing brand visibility. The emphasis is also on explaining how Xtremepush connects technology investment with measurable business objectives.

A strategic appointment as CRM technology evolves

The appointment of Steve Talbot arrives as CRM technology is undergoing a broader shift toward automation, real-time data and AI-assisted decision-making. For suppliers serving regulated industries, that shift creates both opportunities and additional expectations around governance.

Xtremepush's current XpertOS proposition reflects that direction by placing AI capabilities within an existing CRM environment rather than presenting them as a separate standalone layer. The company says its approach is intended to let teams work with customer data and campaign workflows while keeping approvals and compliance controls in place.

Talbot's previous experience in retention and loyalty therefore gives the appointment a practical dimension. His career includes direct exposure to customer lifecycle strategy and commercial operations, while his move into the CMO position places that experience within a technology company focused on customer engagement.

Conclusion

Xtremepush's decision to appoint Steve Talbot as Chief Marketing Officer represents a significant addition to its senior marketing capability at a time when the company is expanding its ambitions around CRM, loyalty, AI and regulated customer engagement.

The appointment also aligns with the company's wider product strategy. With XpertOS now forming an important part of its technology proposition, Xtremepush is operating in a market where buyers increasingly expect marketing technology to demonstrate clear commercial value while respecting regulatory and data governance requirements.

For Talbot, the role brings together several strands of his previous career, including retention, loyalty, commercial leadership and operational experience. For Xtremepush, the immediate challenge will be translating those capabilities into a stronger global brand proposition that can communicate the practical value of its platform across multiple regulated sectors.

The significance of the move will ultimately be measured not simply by increased visibility but by how effectively Xtremepush converts its technology capabilities into stronger customer relationships, clearer commercial outcomes and sustainable international growth. That makes Steve Talbot's appointment relevant not only as a leadership development but also as part of the company's broader effort to define its next stage of expansion.

FAQs

Who is Steve Talbot?
Steve Talbot is a senior commercial, retention and marketing executive who has held leadership roles at LiveScore Group and The Pools before joining Xtremepush as Chief Marketing Officer.

What is Steve Talbot's new role at Xtremepush?
Steve Talbot has joined Xtremepush as Chief Marketing Officer and is expected to lead the company's global marketing strategy.

What industries does Xtremepush target?
Xtremepush serves sectors including iGaming and financial services while positioning its customer engagement technology for other regulated industries as well.

What is XpertOS?
XpertOS is Xtremepush's agentic CRM operating system designed to support AI-assisted customer engagement, campaign development, workflow automation and governed CRM operations.

When did Xtremepush introduce XpertOS?
Xtremepush announced XpertOS on May 20, 2026 as an agentic CRM operating system for regulated customer engagement.

What was Steve Talbot's role at LiveScore Group?
Talbot served as Director of Retention and Loyalty at LiveScore Group, with his role focusing on customer retention, loyalty and engagement.

What role did Steve Talbot hold at The Pools?
Talbot progressed through commercial leadership at The Pools and became its Chief Operating Officer.

Why is regulated CRM important for iGaming companies?
Regulated operators must balance customer engagement with requirements covering areas such as consent, responsible gambling and jurisdiction-specific rules. The Gambling Commission regulates most forms of gambling in Great Britain.

How does XpertOS address governance?
Xtremepush says XpertOS separates AI reasoning from governance controls so that areas such as consent, suppression and responsible gambling rules can be enforced independently of AI-generated decisions.

What could Steve Talbot's appointment mean for Xtremepush?
The appointment could strengthen Xtremepush's ability to communicate its technology proposition to international customers while supporting the company's ambitions in iGaming, financial services and other regulated markets.