Jay Snowden, PENN’s CEO and president, stated in a press
release that the restructuring is designed to “deepen customer engagement
across channels, maximize free cash flow, and drive shareholder value.”
Executives Out
Among the most notable changes, Todd George, Executive Vice President of Operations, and Rich Primus, Senior Vice President and Chief Information Officer (CIO), will be departing the company.
George, who has spent over 13 years at PENN in roles
spanning regional operations and general management, recently oversaw the
openings of Hollywood Casino Joliet and the M Resort Spa Casino’s second hotel
tower.
Primus, who served as CIO for more than a decade, will also
leave the organization.
New Marching Order
Under the new structure, PENN’s Senior Vice Presidents of
Regional Operations—Rafael Verde, Aaron Rosenthal, and Justin Carter—will
retain oversight of retail operations, with revised reporting lines.
Verde and Rosenthal will now report directly to Snowden,
while Carter will report to Verde.
Jennifer Weissman, Chief Marketing Officer, will also report to Snowden and collaborate closely with Aaron LaBerge, Chief Technology Officer and Head of Interactive, to strengthen PENN’s omnichannel strategy.
LaBerge’s responsibilities have expanded to include
enterprise IT functions, consolidating retail, digital, data, cloud, and
security operations under a unified leadership framework. This restructuring
aims to reduce redundancies and improve capital efficiency.
PENN has also initiated a search for a digital Chief
Operating Officer to manage day-to-day Interactive segment operations, allowing
LaBerge to focus on technology integration.
The company’s Board of Directors has endorsed the changes,
which are part of a broader evaluation of operational efficiencies. PENN will
provide further updates on its progress when it releases fourth-quarter 2025
financial results in February.
