How FDJ United Rewrote the Rules with Positionless Marketing
“In the past, we needed seven teams and six weeks to send a single campaign. Now, one person can do it in a day.” - Rachel Parker, Global Head of Customer Marketing, FDJ United (Formerly Kindred Group)
In reading this blog, marketers will learn how FDJ United, a gaming and sports betting operator with 33 million players around the world, transitioned their marketing to Positionless Marketing. The result is that today they can do more with less: taking less time, less budget, and fewer hands. Positionless Marketing for them has emerged as a game-changing approach.
Key takeaways:
At Optimove Connect 2025, Georgi Zdravkov and Rachel Parker from FDJ United (Formerly Kindred Group)took us behind the scenes of their Positionless Marketing transformation, one that turned complexity into execution. Here’s how they did it.
See the full session here:
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The Problem: Assembly-Line Marketing Was Killing Execution
FDJ United faced the marketing equivalent of a tangled slinky. Multiple brands. Multiple markets. Multiple teams. Overlapping systems. An assembly-line approach that had marketers generating five different briefs and waiting weeks just to see a single email go out.
Seven teams, many of them technical, were required to launch a single campaign. If one team encountered a delay, the whole marketing operation paused.
Planning cycles stretched to six weeks, campaigns missed the moment, and performance was nearly impossible to measure in one place. Everyone knew things could be simpler.
The Shift: Positionless Marketing Era
With Optimove, FDJ United encountered something that changed their trajectory: Positionless Marketing. Positionless Marketing shatters the constraints of traditional marketing silos and role-based bottlenecks. It empowers marketing teams to break silos and gain full control over data, creativity, and optimization.
Georgi, Rachel, and the rest of the FDJ marketing team recognized that this wasn’t just a tech upgrade. It was a mindset shift.
Their transformation was anchored in three principles:
Standardize – They eliminated overlapping platforms and aligned on global channels and high-value use cases. Complexity was killing momentum. Standardization restored it.
Automate – They mapped every workflow, broke them down into atomic tasks, and identified where they could automate or self-serve, removing reliance on creative, data, or tech teams wherever possible.
Optimize – They implemented feedback loops and real-time measurement with Optimove, enabling marketers to continuously improve rather than just react.
The result? A marketing system that delivers faster, where each member is empowered with data, creative, and optimization power to do anything and be everything.
The Impact: Execution at the Speed of Relevance
Here’s what FDJ United unlocked:
Campaign Time Slashed: From 6 weeks to a few hours.
Fewer Teams, More Output: A single marketer can now execute end-to-end campaigns from ideation to execution to performance analysis.
Actionable Insights: With unified measurement and real-time reporting, decisions are now made based on facts, not feelings.
Autonomous Marketers: With Optimove’s Positionless Platform, every marketer has Data Power, Creative Power, and Optimization Power: the core pillars of Positionless Marketing.
Real-World Wins: From Super Hot Jackpots to Super Fast Campaigns
FDJ United didn’t stop at theory. They redefined execution:
Speed to Inbox: They now beat competitors to market by reacting instantly to jackpot drops, leveraging pre-built templates and autonomous workflows.
Automated VIP Onboarding: What took 32 hours per account manager now happens automatically, freeing up time for actual relationship-building.
Hyper-Personalization at Scale: Weekly bulletins in Sweden now deliver 1,700+ unique combinations in a single email, driving a 128% increase in click-through rates.
Always-On Journeys: A 36-email journey built by one marketer in two weeks, something that previously took months and a cross-functional task force.
The Cultural Shift: From Dependency to Ownership
FDJ’s Positionless transition was more than a technological leap; it was a cultural evolution.
“In the past, we had shared responsibility, which really meant no responsibility,” said Georgi. “Now, a single marketer owns a campaign from end to end. They build it. They launch it. They learn from it. And they’re proud of the results.”
Positionless Marketing didn’t just accelerate execution for FDJ. It fueled ownership, accountability, and pride.
What’s Next for FDJ United?
Next steps include:
Further consolidation of platforms
Deeper automation across every customer touchpoint
Smarter, more context-aware personalization at scale
And all of it is grounded in the Positionless Marketing mindset: giving teams the tools and trust to do their best work.
In Summary: The Positionless FDJ Team is Empowered to Do Anything and Be Everything
When we were kids, we were told we could “be anything.” But what they really meant was “pick one thing.” Positionless Marketing flips the script. With the right tools and mindset, marketers can do anything and be everything.
And FDJ United just proved it.
For more insights on the Positionless Marketing era, contact us to request a demo.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
