{"id":2224228,"date":"2026-01-06T13:37:04","date_gmt":"2026-01-06T13:37:04","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2224228"},"modified":"2026-01-06T13:37:04","modified_gmt":"2026-01-06T13:37:04","slug":"penn-entertainment-realigns-interactive-operations-and-executive-structure","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/penn-entertainment-realigns-interactive-operations-and-executive-structure\/","title":{"rendered":"PENN Entertainment realigns Interactive operations and executive structure"},"content":{"rendered":"

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PENN Entertainment<\/a> has unveiled sweeping changes to its executive team and <\/strong>restructured its organization to realign Interactive<\/strong> operations<\/strong> around its digital assets in Canada, Hollywood iCasino in the US, and tighter integration with its retail casino network.<\/p>\n

The changes introduce a new corporate structure that the company said is designed to support its digital and omnichannel strategy<\/strong> while adjusting leadership responsibilities across technology, marketing, and regional operations. The reorganization is effective immediately and is supported by PENN\u2019s board of directors.<\/p>\n

\u201cAs we turn the calendar to 2026, we are restructuring our corporate organization in order to achieve greater operational efficiencies<\/strong>, deepen customer engagement across channels, maximize free cash flow, and drive shareholder value,\u201d said Jay Snowden, PENN\u2019s Chief Executive Officer and President.<\/p>\n

Executive roles eliminated<\/h2>\n

In connection with the restructuring, Todd George, Executive Vice President of Operations, and Rich Primus, Senior Vice President and Chief Information Officer, will step down<\/strong>, and their positions will be eliminated. George has served PENN for more than 13 years in roles that included General Manager of Hollywood Casino properties in Lawrenceburg, Indiana, and St. Louis, Missouri, and Senior Vice President of Regional Operations for the Midwest. Primus spent more than a decade as CIO, where he led the company\u2019s technology strategy, cybersecurity framework, and the 3Cs initiative.<\/p>\n

\u201cBoth Todd and Rich have made significant contributions to PENN\u2019s evolution <\/strong>over the past decade and helped build the strong foundation we have in place today,\u201d Snowden said.<\/p>\n

The leadership changes arrive nearly two months after PENN announced the termination<\/a> of its ESPN Bet relationship<\/strong>.<\/p>\n

Interactive and technology alignment<\/h2>\n

Aaron LaBerge, Chief Technology Officer and Head of Interactive, will assume responsibility for all enterprise IT functions<\/strong> while retaining his current duties. Under the revised structure, PENN\u2019s retail, digital, data, cloud, and security platforms will operate under a single technology organization reporting to Snowden.<\/p>\n

The company said it has begun a search for a Digital Chief Operating Officer<\/strong> to oversee the day-to-day operations of the Interactive segment. The Digital COO will report to LaBerge.<\/p>\n

Jennifer Weissman, Chief Marketing Officer, will report directly to Snowden and work with LaBerge<\/strong> on initiatives tied to the PENN Play loyalty program, omnichannel activity, and cross-channel execution.<\/p>\n

Regional operations unchanged<\/h2>\n

Senior Vice Presidents of Regional Operations Rafael Verde, Aaron Rosenthal, and Justin Carter will continue overseeing PENN\u2019s retail casino portfolio.<\/strong> Verde and Rosenthal will report to Snowden, while Carter will report to Verde.<\/p>\n

Following the announcement, Stifel analyst Jeffrey Stantial said in a note to clients that the leadership changes are \u201clikely appropriate\u201d and provide clarity around responsibility for PENN\u2019s digital gaming operations<\/strong>, including theScore and the company\u2019s iGaming platform. Stantial rates the stock \u201cbuy\u201d with a $21 price target, implying upside of 38.7% from the prior close.<\/p>\n

PENN said<\/strong> it is reviewing additional initiatives tied to the new structure and plans to provide further detail <\/strong>when it reports fourth-quarter 2025 financial results in February 2026, including anticipated annualized cost savings and changes to free cash flow generation linked to the reorganization.<\/p>\n

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