FDJ United, formerly Kindred Group, is a gaming and sports betting operator serving 33 million players worldwide across multiple brands and markets. 

The Challenge: Assembly-Line Marketing Was Killing Execution

FDJ United's marketing operation had grown as complex as the business itself: multiple brands, multiple markets, multiple teams, and overlapping systems. It was all stacked on top of an assembly-line workflow.    

Getting a single campaign out the door required seven teams, many of them technical, and a delay on any one team paused the entire operation behind it. Planning cycles stretched to six weeks; campaigns routinely missed their moment, and performance data was scattered across systems, making it nearly impossible to see what was working. 

The Insight: From Shared Responsibility to Real Ownership

The breakthrough at FDJ United wasn't technical. It was a recognition that the old model spread accountability instead of creating it. “In the past, we had shared responsibility, which really meant no responsibility,” said Georgi Pepelyankov of FDJ United's marketing team. Once the team saw the problem this way, Optimove's Positionless Marketing model, which gives each marketer full control over data, creative, and optimization, became the solution to a path forward. 

The Solution: Standardize, Automate, Optimize

FDJ United rebuilt its marketing operating model around three principles. 

• Standardize. The team eliminated overlapping platforms and aligned on global channels and high-value use cases, replacing scattered, market-by-market tooling with one shared foundation.
• Automate. Every workflow was mapped down to its atomic tasks, then handed to automation or self-service wherever a creative, data, or tech team had previously been the bottleneck. The result: VIP onboarding, once 32 hours of manual work per account manager, now runs automatically, freeing account managers to focus on relationships instead of paperwork.
• Optimize. Real-time measurement and feedback loops, built directly into Optimove, let marketers continuously improve campaigns instead of reacting after the fact.

The effect is a marketing system where each person carries the tools to do anything and be everything in marketing. Positionless Marketing is the literal description of how a single FDJ United marketer now moves from idea to execution to analysis without waiting on anyone else. 

Results: Execution at the Speed of Relevance

The change shows up wherever FDJ United runs a campaign now, with these results: 

1. Six weeks to a single day: Campaign turnaround fell from six weeks to a single day, and to a few hours for the fastest, most time-sensitive sends
2. 128% increase in click-through rate: A weekly bulletin in Sweden now delivers over 1,700 unique combinations in a single email, driving a 128% increase in click-through rate
3. One marketer in two weeks: A 36-email always-on journey, once a multi-month effort requiring a cross-functional task force, was built by one marketer in two weeks
4. VIP onboarding: Once it took 32 hours of manual work per account manager, now happens automatically
5. Beating competitors: Jackpot-triggered campaigns go out fast enough to beat competitors to the inbox, using pre-built templates and autonomous workflows

“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

The Bottom Line

FDJ United's transformation isn't just about speed. It's proof that removing role-based bottlenecks makes the people doing the work more accountable, more confident, and more invested in the outcome. For any marketing organization still routing every campaign through seven approvals, the lesson is clear: the constraint was never the channel or the tool. It was the org chart. 

For more insights on Positionless Marketing, contact Optimove to request a demo.