Allwyn appoints Tatiana Jouanneau as Group Chief Brand Officer

Allwyn International, a leading global entertainment and gaming company, has announced the appointment of Tatiana Jouanneau as its new Group Chief Brand Officer. Her appointment takes effect on 1 January 2026, marking a strategic moment for the company as it continues to expand its presence across Europe and the United States. Jouanneau’s arrival is set to strengthen Allwyn’s brand strategy and visibility on a global scale, supporting the company’s ambitious growth initiatives and reinforcing its commitment to delivering high-quality entertainment experiences.

Strategic timing for leadership expansion

The appointment of Tatiana Jouanneau coincides with a significant phase in Allwyn’s operational development. The company is actively pursuing major strategic initiatives, including plans to acquire a majority stake in PrizePicks, a U.S.-based sports entertainment platform, as well as orchestrating a business combination with OPAP, the Athens-listed lottery and gaming operator in which Allwyn already holds a controlling interest.

These moves are part of Allwyn’s broader plan to consolidate its brand across its European and U.S. markets. Following the completion of these transactions, the company will implement a comprehensive rebranding strategy for OPAP and SAZKA, with both companies officially adopting the Allwyn name in January 2026. This rebranding reflects the company’s ambition to create a unified, globally recognized brand that resonates with players, partners, and stakeholders alike.

Role and responsibilities of the new Group Chief Brand Officer

As Group Chief Brand Officer, Tatiana Jouanneau will play a pivotal role in shaping and executing Allwyn’s global brand vision. Her responsibilities encompass the design and implementation of brand strategies that reinforce Allwyn’s market position and support its expansion into both established and emerging markets.

Jouanneau will work closely with the executive leadership team to ensure cohesive branding across all company operations. This includes overseeing brand marketing campaigns, coordinating with regional offices, and enhancing the visibility of Allwyn’s products and services across multiple platforms and regions.

Her remit also extends to ensuring that Allwyn’s brand values—integrity, innovation, and player trust—are consistently reflected in all communications, partnerships, and marketing initiatives. This is particularly important as Allwyn navigates complex international markets and adapts to evolving regulatory environments in Europe and North America.

Extensive international marketing background

Tatiana Jouanneau brings over two decades of senior marketing experience with leading global consumer brands. Her career is characterized by a deep understanding of international markets, strategic brand development, and successful execution of large-scale campaigns.

Prior to joining Allwyn, Jouanneau was instrumental in transforming Duracell’s marketing division following its acquisition by Berkshire Hathaway in 2016. Her leadership in that role included redefining brand strategy, optimizing marketing operations, and spearheading campaigns that increased brand awareness and consumer engagement worldwide.

In addition to her work at Duracell, Jouanneau has held senior marketing positions at Logitech and Procter & Gamble, where she contributed to global brand initiatives spanning more than 80 international markets. Her campaigns have been recognized for their creativity, strategic insight, and measurable impact, earning her seven Cannes Lions Awards and recognition by Ad Age as a “Global Woman to Watch.”

Board advisory roles and professional recognition

Beyond her corporate achievements, Jouanneau currently serves on the Board of Advisors for Europe for the CMO Council, an organization that brings together senior marketing executives to promote best practices and thought leadership in marketing strategy and innovation. Her experience in guiding multinational teams and managing diverse marketing portfolios makes her uniquely suited to lead Allwyn’s global brand efforts.

Based in Lucerne, Switzerland, Jouanneau is expected to collaborate closely with regional marketing teams, senior executives, and external partners to ensure that Allwyn’s brand continues to grow in recognition and influence worldwide.

Vision and goals for Allwyn’s brand

Tatiana Jouanneau has expressed her enthusiasm for joining Allwyn during a transformative period for the company. She stated:

“I’m honoured to be joining Allwyn at such a dynamic stage in its evolution. Over the next few years, Allwyn will continue on its exciting journey of growth, and I am eager to help shape a global brand that connects deeply with players and partners alike.”

Her vision aligns with Allwyn’s overarching strategy to create an entertainment company that not only delivers premium gaming experiences but also builds enduring relationships with its customers, partners, and regulatory stakeholders. Jouanneau’s emphasis on data-driven, culturally resonant marketing campaigns is expected to play a crucial role in differentiating Allwyn in highly competitive international markets.

Allwyn CEO on Jouanneau’s appointment

Allwyn CEO Robert Chvátal commented on the appointment, highlighting Jouanneau’s qualifications and strategic fit for the role:

“We are thrilled to welcome Tatiana to Allwyn. Her exceptional global marketing experience, strategic insight, and passion for building meaningful brands make her the ideal person to lead Allwyn’s brand vision as we continue to grow and diversify. This appointment marks another key step in our mission to create a world-class entertainment company that leads with integrity, creativity, and player trust.”

Chvátal emphasized that Jouanneau’s leadership is integral to Allwyn’s efforts to consolidate its brand across its European and U.S. operations while maintaining a strong focus on customer engagement and regulatory compliance. Her appointment reflects the company’s commitment to excellence in marketing, strategic communication, and brand stewardship.

Expanding Allwyn’s global reach

The appointment of a Group Chief Brand Officer with extensive international experience is part of Allwyn’s broader strategy to expand its presence in regulated gaming markets. With the upcoming acquisition of a stake in PrizePicks, Allwyn is set to strengthen its position in the U.S., a market with significant growth potential for sports and interactive entertainment.

Similarly, the rebranding of OPAP and SAZKA under the Allwyn umbrella is designed to unify the company’s European operations under a single, recognizable brand. This consolidation is expected to increase brand awareness, improve customer trust, and provide a coherent identity that supports Allwyn’s long-term growth objectives.

Future marketing initiatives and brand innovation

Under Jouanneau’s leadership, Allwyn is likely to focus on several key marketing and brand initiatives. These include:

• Launching innovative, data-driven marketing campaigns tailored to regional audiences.
• Leveraging digital and omnichannel platforms to maximize brand reach and engagement.
• Strengthening partnerships with external stakeholders, including gaming operators, technology providers, and regulatory bodies.
• Promoting corporate social responsibility and responsible gaming initiatives through brand messaging.
• Enhancing customer loyalty and player experience by integrating brand values into all touchpoints.

These efforts are designed to ensure that Allwyn remains a market leader not only in operational performance but also in brand recognition, trust, and customer engagement.

Conclusion

Tatiana Jouanneau’s appointment as Group Chief Brand Officer marks a significant milestone in Allwyn’s journey toward becoming a truly global entertainment brand. Her extensive experience in international marketing, coupled with her proven track record in building award-winning campaigns, positions her to play a central role in guiding Allwyn’s brand strategy through a period of transformative growth.

As Allwyn continues to expand its operations in Europe and the United States, and as it consolidates its subsidiaries under a unified brand, Jouanneau’s leadership will be instrumental in ensuring that the company’s values, vision, and customer-centric approach are reflected in every market it serves. With her at the helm of the brand strategy, Allwyn is well-positioned to enhance its global reputation, deepen engagement with players, and achieve its ambitious growth objectives over the coming years.

FAQs

Who is Tatiana Jouanneau?
Tatiana Jouanneau is a senior marketing executive appointed as Allwyn’s Group Chief Brand Officer, bringing over 20 years of international marketing experience.

When does Tatiana Jouanneau’s role at Allwyn begin?
Her term as Group Chief Brand Officer begins on 1 January 2026.

What is Allwyn’s main business focus?
Allwyn operates in the gaming and entertainment industry, offering regulated gaming solutions across Europe and the United States.

What are Jouanneau’s responsibilities at Allwyn?
She will lead global brand strategy, oversee marketing campaigns, enhance brand visibility, and support expansion into new and established markets.

What previous experience does Jouanneau bring?
She has led marketing initiatives at Duracell, Logitech, and Procter & Gamble, managing campaigns across over 80 international markets.

What strategic moves is Allwyn currently pursuing?
The company plans to acquire a majority stake in PrizePicks and complete a business combination with OPAP while rebranding its subsidiaries under Allwyn.

Where will Tatiana Jouanneau be based?
She will be based in Lucerne, Switzerland.

What awards has Jouanneau received?
She has won seven Cannes Lions Awards and was recognized by Ad Age as a “Global Woman to Watch.”

How will Jouanneau contribute to Allwyn’s growth?
She will strengthen the global brand, implement data-driven marketing campaigns, and ensure cohesive brand messaging across all markets.

Why is this appointment significant for Allwyn?
It represents a key step in consolidating Allwyn’s global presence, enhancing brand recognition, and supporting the company’s expansion in Europe and the United States.