BetMGM chief marketing officer (CMO) Casey Hurbis has announced his departure from the operator after 18 months, with the exec calling his time with the business a “high-velocity chapter”.
Hurbis joined the firm in December 2024 from Rocket Mortgage, having spent just under eight years with the company as its CMO.
Prior to that, he did a six-year stint from March 2011 to April 2017 at Fiat Chrysler Automobiles in several roles.
The marketing veteran also spent more than 17 years with advertising agency BBDO between August 1993 and March 2011.
Hurbis currently sits on several boards, including Google’s marketing advisory board, while also serving as president of advertising firm Adcraft Detroit.
During his year-and-a-half spell with BetMGM, Hurbis oversaw the campaign launch of ‘Make It Legendary’ last August.
Featuring Hollywood actor Jon Hamm, at the time Hurbis said the six ads were a “reimagining of what BetMGM stands for”, with a series of multi-channel spots being launched.
BetMGM tapped independent ad agency Highdive, which has worked with Jeep and State Farm, to support on the shift.
Hurbis also added a number of retired athletes to the brand’s roster of ambassadors, including baseball’s Derek Jeter and hockey’s Wayne Gretzky.
BetMGM has not confirmed who will replace Hurbis in the role.
Announcing the move from the Entain and MGM Resorts International JV on LinkedIn, Hurbis wrote: “After a high-velocity chapter at BetMGM, I’m moving on. We didn’t just move the needle; we enjoyed BetMGM’s best year ever, and we redefined the brand playbook.
“From a massive CRM transformation and integration of AI into our creative workflows to industry-leading social engagement and many other wins, the super-talented marketing team leaned into my ‘Art, Science and Courage’ mantra every single day.
“If we’re talking crowning achievements, it’s the reimagination and modernisation of the BetMGM brand identity and development of an epic organising idea.
“Orchestrating a brand evolution alongside Jon Hamm and Derek Jeter wasn’t just about talent; it was about the birth of ‘Make It Legendary’.
“It wasn’t merely a campaign – it was a definitive proof of concept for what happens when you stop playing it safe and start executing a bold vision.”
Hurbis’ departure comes a week after COO Jarrod Schwarz announced he will be leaving for Yahoo Sports in the summer.
Last month, BetMGM reported a 6% jump in Q1 net revenue to $696m.
Arnold Ash is EGR’s executive recruitment partner. It supports ambitious organisations to identify and attract industry leading executive talent. Find out more here.
The post BetMGM chief marketing officer steps down after 18 months first appeared on EGR Intel.
Casey Hurbis announces his departure from the MGM Resorts International and Entain JV
The post BetMGM chief marketing officer steps down after 18 months first appeared on EGR Intel.