PENN Entertainment has outlined a new corporate organisational structure intended to align more closely with its strategic priorities, including a sharper focus on its Interactive division’s digital assets in Canada and its Hollywood iCasino product in the United States. The company said the changes are designed to better leverage its core retail casino operations and support its broader omnichannel igaming business model.
As part of the realignment, Todd George, Executive Vice President, Operations, and Rich Primus, Senior Vice President and Chief Information Officer, will step down and their positions will be eliminated. George has been with PENN for more than 13 years in a range of operational roles, including leadership positions at Hollywood Casino properties in Lawrenceburg and St. Louis and as Senior Vice President of Regional Operations for the Midwest, before becoming Executive Vice President, Operations. Most recently, he oversaw the opening of the new Hollywood Casino Joliet and the second hotel tower at M Resort Spa Casino. Primus has served as CIO for more than a decade, during which he launched the company’s 3Cs initiative and helped design and implement PENN’s technology and cybersecurity strategy.
Under the new structure, PENN’s existing Senior Vice Presidents of Regional Operations – Rafael Verde, Aaron Rosenthal and Justin Carter – will continue to oversee the company’s retail casino operations. Verde and Rosenthal will report directly to CEO Jay Snowden, while Carter will report to Verde. Chief Marketing Officer Jennifer Weissman will also report to Snowden, with responsibility for maximising omnichannel performance across the business. Her remit includes working closely with Chief Technology Officer and Head of Interactive, Aaron LaBerge, to enhance the PENN Play loyalty program, its value proposition and cross-sell between retail and digital channels.
LaBerge will assume responsibility for enterprise IT in addition to his current Interactive and technology duties and will continue to report to Snowden. PENN said unifying technology leadership will bring retail, digital, data, cloud and security platforms under a single structure, with the aim of reducing duplication, improving capital efficiency and accelerating the design and deployment of scalable products and omnichannel capabilities across its igaming and land-based businesses.
To support day-to-day execution in the Interactive segment, PENN has begun a search for a digital Chief Operating Officer, who will report to LaBerge. The new role is intended to free LaBerge to spend more time overseeing the combined technology organisation while the digital COO manages operational delivery across online products, including Hollywood iCasino and other igaming initiatives.
PENN stated that the revised organisational structure, which has been approved by the Board of Directors, is effective immediately. The company is continuing to evaluate further opportunities to streamline operations and will provide additional detail, including expected annualised cost savings and anticipated improvements in free cash flow generation linked to the restructuring and optimisation initiatives, when it reports its fourth quarter 2025 results in February 2026.
“As we turn the calendar to 2026, we are restructuring our corporate organisation in order to achieve greater operational efficiencies, deepen customer engagement across channels, maximise free cash flow, and drive shareholder value,” said Jay Snowden, PENN’s Chief Executive Officer and President.
“Both Todd and Rich have made significant contributions to PENN’s evolution over the past decade and helped build the strong foundation we have in place today,” said Mr. Snowden. “On behalf of the Company’s Board of Directors, I want to express my appreciation for their dedication and efforts to PENN over the years and wish them well in their future endeavours.”
link
