Better Collective appoints Kindred’s Boeskov to new strategic role

In her new role, Boeskov will work with the Better Collective management team to support the group’s growth plans within the sports betting media market.

Boeskov will join Better Collective on 1 March from Kindred, where she has been for the past 17 years.

Her most recent role at Kindred was as chief experience officer, serving in the role for more than three years.

Prior to this, she was chief programme officer for over two years and also spent seven years as chief operating officer. Boeskov’s other roles at Kindred included head of marketing communication services, head of acquisition services and business development manager. 

Boeskov also currently serves as an independent non-executive director of the Racecourse Media Group.

“I am excited to join Better Collective’s growing leadership team at this crucial stage of the company’s remarkable growth journey,” Boeskov said. “Scaling globally while transforming the business to secure a long-term sustainable performance are exactly the type of challenges I enjoy.

“I’ve followed the team from the sidelines for some years, and I’m deeply impressed with the culture and ambition of the organisation.”

Better Collective co-founder and chief executive Jesper Søgaard added: “I am very pleased that Britt has decided to join Better Collective and look forward to welcoming her as a member of the management team. 

“She knows the industry and she has vast experience at management level driving digital projects towards end-users. We are a growing company with very big ambitions and many ideas. Britt will become an important asset as we continue our future growth journey.”

The appointment comes after Better Collective earlier this month entered a sports betting partnership with US daily newspaper the New York Post, following confirmation it would roll out its services in the state’s newly regulated online sports betting market.