Strategic Realignment to Strengthen Omnichannel Growth and Free Cash Flow
PENN Entertainment, Inc. (Nasdaq: PENN) has announced a new corporate organizational structure as it enters 2026. The Company aims to better align leadership with its long-term strategic priorities.
This realignment focuses on improving operational efficiency, strengthening omnichannel customer engagement, increasing free cash flow, and delivering long-term shareholder value.
The updated structure sharpens PENN’s focus on its core retail casino business. At the same time, it enhances the performance of the Interactive segment, including digital assets in Canada and the Hollywood iCasino platform in the United States.
Leadership Changes to Support Strategic Priorities
As part of the restructuring, Todd George, Executive Vice President of Operations, and Rich Primus, Senior Vice President and Chief Information Officer (CIO), will step down from their roles. PENN will eliminate both positions.
Todd George spent more than 13 years at PENN in several senior leadership roles. He helped modernize the Company’s entertainment offerings and led major property expansions. His recent projects included the opening of Hollywood Casino Joliet and the second hotel tower at M Resort Spa Casino.
Rich Primus served as PENN’s CIO for over a decade. During his tenure, he developed the Company’s enterprise technology strategy and cybersecurity framework. He also played a key role in launching PENN’s 3Cs initiative, strengthening its digital capabilities.
PENN’s CEO and President, Jay Snowden, thanked both leaders for their lasting contributions. He noted that their work helped build a strong operational and technology foundation for the Company’s future.
Strengthening Retail, Digital, and Technology Integration
Under the new structure, Senior Vice Presidents of Regional Operations Rafael Verde, Aaron Rosenthal, and Justin Carter will continue to oversee PENN’s retail operations. Verde and Rosenthal will report directly to Jay Snowden. Carter will report to Verde.
Chief Marketing Officer Jennifer Weissman will also report to Snowden. She will focus on improving omnichannel performance across the business. Her role includes close collaboration with Aaron LaBerge, Chief Technology Officer and Head of Interactive.
Together, they will work to enhance the PENN Play™ loyalty program. They will also improve cross-channel engagement and cross-sell execution.
Unified Technology Leadership for Greater Efficiency
Aaron LaBerge will take on responsibility for PENN’s enterprise IT functions while continuing to lead the Interactive segment. This move creates a single, unified technology organization.
The new structure brings retail, digital, data, cloud, and security platforms under one leadership team. PENN expects this change to reduce duplication, improve capital efficiency, and speed up the delivery of scalable digital and omnichannel products.
To support execution, PENN has begun searching for a Digital Chief Operating Officer. This role will oversee daily Interactive operations and report to LaBerge.
Looking Ahead to 2026
The new corporate organizational structure takes effect immediately and has full support from PENN’s Board of Directors. The Company continues to review additional opportunities to streamline operations.
PENN plans to share further details during its fourth-quarter 2025 earnings report in February 2026. The update will include expected annual cost savings and improvements in free cash flow.
With this strategic realignment, PENN Entertainment aims to better connect its retail and digital businesses. The Company also seeks to deliver a stronger, more seamless experience for its customers.
