Helen Ashton Appointed as Independent Non-Executive Director at Entain

Helen Ashton, formerly the CFO of ASOS, has been appointed an independent non-executive director at Entain.

Entain appoints Helen Ashton as independent non-executive director.

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With a career spanning over three decades, Ashton will bring her extensive experience from both public and privately backed companies to Entain.

Ashton, a chartered management accountant, has held influential positions in major organizations such as ASDA, Barclays, and Lloyds Banking Group. During her time at ASOS, from August 2015 to September 2018, the company’s value surged, doubling to £6.5 billion. She was one of just four female CFOs among FTSE 100 equivalent retail companies during that period.

Experience Across Multiple Industries

Currently, Ashton is a non-executive director and the chair of the audit and risk committee at JD Sports Fashion, where she plays a major role in advancing the company’s status as a leading global sports fashion brand. Since November 2020, she has also been the CEO of Shape Beyond, a London-based firm focused on creating innovative business solutions. Additionally, she serves as an executive mentor at Merryck, a leadership development company.

Ashton’s career history includes her role as group CEO at JLA from January 2019 to November 2020 and CEO at Capquest Group from May 2012 to July 2015. At Lloyds Banking Group, she was the finance director from January 2010 to May 2012, managing finances for Lloyds, BOS, and Halifax Community Banks. Before that, she was the managing director at Barclaycard International between 2005 and 2009 and the head of retail finance at ASDA from January 2003 to January 2005.

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Search Continues for New CEO

In her new position at Entain, Ashton will also join the audit committee. Barry Gibson, Entain’s chair who will be leaving in September, expressed his enthusiasm about her appointment.

On behalf of the board, I am delighted to welcome Helen to Entain. Helen brings a wealth of retail, digital, financial, and board experience. As part of the continued strengthening of the Entain board, I am confident that Helen will further enhance the board’s ability to support and oversee the delivery of our strategy.

Barry GibsonEntain Chairman

In a related update, Entain announced in April that Barry Gibson plans to retire later this year, with interim CEO Stella David expected to succeed him as chair of the board. The company noted that the search for a new CEO is making good progress, although no official announcement has been made yet.


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