Aristocrat appoints new Technology and EMEA Commercial Chiefs to support expansion

Aristocrat Leisure has strengthened its senior leadership team with two new appointments as the company advances its global growth and technology strategy. The group has confirmed that Bob Serr will take on the role of Chief Technology Officer, while Dafne Guisard has been appointed Chief Commercial Officer for the EMEA region.

Mr Serr, who will be based in the United States, brings extensive experience in AI, emerging technologies and large-scale innovation. He previously held senior roles at Microsoft, where he worked within Azure Communication Services and IC3, at Amazon with the Alexa Skills Kit and at Double Down Interactive. His appointment is set to commence in February, subject to regulatory clearances.

Ms Guisard joins in a newly created role designed to support Aristocrat’s expansion across Europe, the Middle East and Africa. Based in London, she brings more than two decades of senior leadership experience spanning commercial growth, operations and digital transformation in complex regulated markets. Her most recent position was Chief Operations Officer at Entain, where she contributed to operational discipline and corporate strategy across multiple jurisdictions.

Her earlier career includes senior leadership roles at The Kraft Heinz Company, where she supported long-term growth planning, created new category verticals and led a global digital transformation programme. She also spent nearly ten years at Anheuser Busch InBev in commercial and finance roles, including work on major acquisitions and integrations, as well as earlier positions at Goldman Sachs and Roland Berger.

Aristocrat CEO & Managing Director, Trevor Croker, said: “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 highperforming 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.”