Kidd has an extensive background within regulatory and self-regulatory organisations, having served as chief executive of PhonepayPlus and the Online Dating Association, and as chair of the Direct Marketing Commission.
Kidd has also held non-executive roles in the self-regulation of charity fundraising and conveyancing services, and worked for the Cabinet Office and with the Foreign Office as British Consul in Chicago.
Kidd said: “I am delighted to be joining Senet. The sector is taking the issue of responsible gambling seriously as is clear from the impressive work to address this across its advertising, its support for Senet’s own campaigns and joint work on a self-exclusion scheme."