PENN Entertainment realigns Interactive operations and executive structure

PENN Entertainment has unveiled sweeping changes to its executive team and restructured its organization to realign Interactive operations around its digital assets in Canada, Hollywood iCasino in the US, and tighter integration with its retail casino network.

The changes introduce a new corporate structure that the company said is designed to support its digital and omnichannel strategy while adjusting leadership responsibilities across technology, marketing, and regional operations. The reorganization is effective immediately and is supported by PENN’s board of directors.

“As we turn the calendar to 2026, we are restructuring our corporate organization in order to achieve greater operational efficiencies, deepen customer engagement across channels, maximize free cash flow, and drive shareholder value,” said Jay Snowden, PENN’s Chief Executive Officer and President.

Executive roles eliminated

In connection with the restructuring, Todd George, Executive Vice President of Operations, and Rich Primus, Senior Vice President and Chief Information Officer, will step down, and their positions will be eliminated. George has served PENN for more than 13 years in roles that included General Manager of Hollywood Casino properties in Lawrenceburg, Indiana, and St. Louis, Missouri, and Senior Vice President of Regional Operations for the Midwest. Primus spent more than a decade as CIO, where he led the company’s technology strategy, cybersecurity framework, and the 3Cs initiative.

“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,” Snowden said.

The leadership changes arrive nearly two months after PENN announced the termination of its ESPN Bet relationship.

Interactive and technology alignment

Aaron LaBerge, Chief Technology Officer and Head of Interactive, will assume responsibility for all enterprise IT functions while retaining his current duties. Under the revised structure, PENN’s retail, digital, data, cloud, and security platforms will operate under a single technology organization reporting to Snowden.

The company said it has begun a search for a Digital Chief Operating Officer to oversee the day-to-day operations of the Interactive segment. The Digital COO will report to LaBerge.

Jennifer Weissman, Chief Marketing Officer, will report directly to Snowden and work with LaBerge on initiatives tied to the PENN Play loyalty program, omnichannel activity, and cross-channel execution.

Regional operations unchanged

Senior Vice Presidents of Regional Operations Rafael Verde, Aaron Rosenthal, and Justin Carter will continue overseeing PENN’s retail casino portfolio. Verde and Rosenthal will report to Snowden, while Carter will report to Verde.

Following the announcement, Stifel analyst Jeffrey Stantial said in a note to clients that the leadership changes are “likely appropriate” and provide clarity around responsibility for PENN’s digital gaming operations, including theScore and the company’s iGaming platform. Stantial rates the stock “buy” with a $21 price target, implying upside of 38.7% from the prior close.

PENN said it is reviewing additional initiatives tied to the new structure and plans to provide further detail when it reports fourth-quarter 2025 financial results in February 2026, including anticipated annualized cost savings and changes to free cash flow generation linked to the reorganization.