Aristocrat Leisure Limited confirmed two senior leadership appointments, introducing a new Chief Technology Officer and establishing a regional commercial leadership role covering Europe, the Middle East and Africa. The company said the hires aim to strengthen both its technology direction and its regional business development efforts.

Bob Serr has been selected as Chief Technology Officer and is expected to begin his duties in February pending regulatory clearance. Dafne Guisard will assume the newly created role of Chief Commercial Officer for the EMEA region. Both executives will report directly to Group CEO and Managing Director Trevor Croker and join the company’s Executive Steering Committee.

Technology Leadership Focuses On Innovation And Scale

Serr brings experience from several major technology companies. His career includes senior leadership positions at Microsoft, where he worked on Azure Communication Services and IC3, and earlier roles at Amazon involving the Alexa Skills Kit. He also worked with Double Down Interactive and held engineering leadership responsibilities linked to enterprise-scale technology projects.

Company communications highlight his familiarity with artificial intelligence, emerging technologies and large-scale digital infrastructure. These capabilities are expected to support ongoing development across Aristocrat’s gaming technology and digital platforms.

Croker stated in a press release (pdf), “I am delighted to welcome leaders of the calibre of Dafne and Bob. Both have proven track records in scaling businesses, driving transformation, and building high-performing teams. I look forward to their contribution.

“Dafne’s commercial and operational leadership will be critical as we accelerate our European growth ambitions, while Bob’s technology expertise will help us continue to advance innovation and execution at enterprise scale.”

New Regional Commercial Role Targets Expansion

Guisard takes on responsibility for business growth throughout Europe, the Middle East and Africa. Aristocrat created the position specifically to coordinate expansion plans and reinforce its market presence across multiple regulated territories.

She joins the company after serving as Chief Operations Officer at Entain, where she contributed to operational planning and corporate strategy across regulated markets. Earlier roles included senior leadership at The Kraft Heinz Company as Chief Digital, Strategy and Operations Officer, where she worked on long-term growth initiatives, digital transformation projects and category development. Her professional background also includes nearly a decade at Anheuser Busch InBev, where she held commercial and finance leadership positions connected to acquisitions and integration work. Prior experience also includes senior roles at Goldman Sachs and Roland Berger.

The company said Guisard’s responsibilities will include executing its regional expansion strategy and strengthening operational performance across EMEA markets. She will be based in London and is expected to start in February subject to regulatory approvals.

Broader Corporate Context And Operations

Aristocrat operates globally in gaming content and entertainment technology. Its activities span land-based gaming machines and systems, regulated online real-money gaming platforms and social casino products. The business serves customers across multiple jurisdictions, providing electronic gaming machines, casino management systems and digital gaming content.

Company materials indicate a workforce of approximately 7,400 employees worldwide. The organization positions its technology-driven entertainment products as central to its operational strategy across both physical and digital gaming environments.

Both new appointments reflect a focus on strengthening leadership capabilities in technology development and regional commercial operations. Management statements indicate expectations that these roles will support ongoing innovation initiatives while also advancing expansion plans across international markets.