Penn Entertainment this week announced a new corporate organizational structure, effective immediately, designed to reflect the company’s strategic priorities, including the realignment of its interactive focus on Penn’s digital omnichannel business assets in Canada and its Hollywood iCasino product in the United States to further leverage its core retail casino business and overall omnichannel business model.
Executive Vice President, Operations, Todd George and Senior Vice President, Chief Information Officer, Rich Primus will step down and their positions will be eliminated.
“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,” Penn CEO and President Jay Snowden said in a statement.
George served at Penn for more than 13 years in various capacities, including as Vice President and General Manager of the Hollywood Casino properties in Lawrenceburg, Indiana, and St. Louis, Missouri, and as Senior Vice President of Regional Operations for the Midwest. A news release said George helped “reimagine and modernize the entertainment experience” at Penn’s properties. Most recently, he oversaw the opening of Hollywood Casino Joliet in Illinois and the second hotel tower at the M Resort Spa Casino in Henderson, Nevada.
Primus has served as Penn’s CIO for more than 10 years. In addition to launching the company’s 3Cs initiative, Primus helped develop and execute Penn’s strategic technology plan and cyber security framework
Penn’s Senior Vice Presidents of Regional Operations – Rafael Verde, Aaron Rosenthal and Justin Carter – will continue regional oversight of Penn’s retail operations. Verde and Rosenthal will report to Snowden and Carter will report to Verde.
Penn Chief Marketing Officer Jennifer Weissman will report to Snowden. She will focus on maximizing omnichannel results, which will include working closely with Aaron LaBerge, Chief Technology Officer and Head of Interactive, to further enhance the Penn Play loyalty program, its overall value proposition, and cross-sell execution.
LaBerge will assume responsibility for Penn’s enterprise IT functions, in addition to maintaining his current responsibilities and will continue to report to Snowden.
The news release said the unified technology organization will align Penn’s retail, digital, data, cloud, and security platforms under a single leadership structure, reducing duplication, improving capital efficiency, and accelerating the company’s ability to design, build, and deploy scalable new products and omnichannel capabilities in support of Penn’s businesses.
Penn has started a search for a Digital Chief Operating Officer to help oversee the day-to-day operations of the interactive segment and enable LaBerge to spend more time with the combined technology teams. The Digital COO will report to LaBerge.
“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,” said Snowden. “On behalf of the company’s Board of Directors, I want to express my appreciation for their dedication and efforts to Penn over the years and wish them well in their future endeavors.”
The company is evaluating additional opportunities to strengthen and streamline its operations and will provide an update when it reports its fourth quarter financial results in February, including the anticipated annualized cost savings and improved free cash flow generation related to the new corporate organizational structure and optimization initiatives.
