Ex-Entain executive joins Aussie gaming company Aristocrat

Former Entain executive Dafne Guisard has been appointed Aristocrat’s new chief commercial officer for Europe, the Middle East and Africa in a newly created role aimed at driving the ASX-listed company’s expansion across the region.

Guisard joins Aristocrat after serving as chief operations officer at Entain, the global sports betting and gaming group that owns major brands, including Ladbrokes and Neds in Australia, and operates the TAB and Betcha brands in New Zealand.

At Entain, Guisard was responsible for advancing strategic planning, operational excellence and customer experience, following her appointment to the newly created COO role in January, 2025.

Before her time at Entain, she was chief strategy, transformation and digital officer at The Kraft Heinz Company, where she led long‑term growth planning and digital transformation initiatives.

Guisard’s move to Aristocrat comes as the gaming technology group continues to expand its international commercial footprint, with Guisard reporting to Group chief executive Trevor Croker and joining the executive steering committee.