FDJ United has promoted Sanna van Doorn to become the operator’s new Netherlands general manager. 

The move marks a rise up the ranks for Van Doorn, who previously served as FDJ United’s head of corporate affairs for both the Dutch and Belgian markets. 

Van Doorn arrived at the company in April 2022, which represented her first foray into the gambling industry. 

Prior to that, she spent just under two-and-a-half years as a CSR and corporate affairs officer for Spadel, a Belgium-based drinks company. 

Van Doorn will succeed Lennart Kessels in the role, with the exec stepping down from his post after more than six years.

He initially oversaw proceedings in the Dutch market for Kindred Group, having occupied the position of Netherlands general manager for the operator since January 2019, before keeping his title after the acquisition by FDJ United. 

Kindred was well established as a market leader in the Netherlands via its Unibet brand prior to the regulation of the market in October 2021.

Since then, the brand has retained a top position but has been hampered by growing regulatory headwinds, including marketing restrictions, tax hikes and deposit limits.

In fact, H1 2025 revenue from the Netherlands slumped 43.5%. Bosses have also cited the growing black market as another concern in the region.

Taking to LinkedIn to confirm her promotion at FDJ United, Van Doorn wrote: “I’m thrilled to share that I’ll be stepping into the role of general manager [for the] Netherlands at FDJ United. 

“I’ve got some big shoes to fill, but I’ve had the privilege of learning from one of the very best. A huge thank you to Lennart Kessels for your guidance and support.”

Kessels added: “Sanna van Doorn has officially taken over the leadership for the Netherlands. I have every confidence she will do a fantastic job and continue building on the strong foundations we’ve laid together. 
 
“I’m energised to explore what the second half of my professional life will look like and open to new opportunities where I can apply my experience in strategy, marketing and commercial leadership.” 

The Unibet parent company posted H1 2025 revenue of €1.9bn (£1.6bn) just over a month ago, marking a 30.7% year-on-year increase.

Arnold Ash is EGR’s Executive Recruitment Partner. They support ambitious organisations to identify and attract industry leading executive talent. Find out more here.

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