Alex Sefton

Alex Sefton is a highly experienced professional in the online gaming and betting industry, currently serving as the Global Chief Marketing Officer and Gibraltar Managing Director at bet365 since February 2008. In this dual role, he is instrumental in transforming marketing strategies by focusing on data and technology.

During his extensive tenure at bet365, Sefton has held several pivotal positions. He previously served as the Head of Product Development for Gaming & Content and also as Deputy Head of Sportsbook Development. In these capacities, he was responsible for overseeing product enhancements and the establishment of various departments. He is recognized as a key figure in the strategic development of bet365, a leading sportsbook operator, and has been credited with successfully launching the company in new markets such as Estonia, Greece, and Mexico, as well as updating products in regions like Denmark and Spain. His achievements also include leading the development and deployment of an entirely new gaming platform.

Before joining bet365, Sefton gained valuable experience at William Hill, where his responsibilities encompassed managing Skill Games operations and business development. His career began in IT support at Peter Brett Associates. Alex Sefton holds a BSc in Information Systems from the University of Leeds. He is also a strong proponent of industry-wide collaboration and was a driving force behind solutions for updated Apple App Store regulations. In 2024, he commented on bet365's marketing compliance team being shortlisted for the Compliance Team of the Year at the Global Regulatory Awards, highlighting the company's commitment to compliant marketing to protect its brand and customers. More recently, in June 2026, he spoke about bet365's launch in France, emphasizing the strategy of combining global scale and technology with an understanding of local customs to tailor the product for French players.