WYOMISSING, PA — PENN Entertainment, Inc. (Nasdaq: PENN) is overhauling its corporate leadership and technology structure in a sweeping move aimed at tightening costs, sharpening its digital betting strategy, and squeezing more profit out of its nationwide casino empire as it heads into 2026.
The gaming and entertainment giant said the reorganization realigns its Interactive business — including PENN’s digital assets in Canada and its Hollywood iCasino product in the United States — to more closely integrate with its core retail casino operations, creating what executives describe as a more powerful omnichannel engine.
“As we turn the calendar to 2026, we are restructuring our corporate organization in order to achieve greater operational efficiencies, deepen customer engagement across channels, maximize free cash flow, and drive shareholder value,” said Jay Snowden, PENN’s chief executive officer and president.
The shakeup comes with notable departures at the top. Todd George, executive vice president of operations, and Rich Primus, senior vice president and chief information officer, will step down and their roles will be eliminated as part of the restructuring.
George, who spent more than 13 years with PENN, played a central role in modernizing the company’s casino portfolio and most recently oversaw the opening of the new Hollywood Casino Joliet and the second hotel tower at the M Resort Spa Casino. Primus, PENN’s CIO for more than a decade, helped build the company’s technology backbone, cyber security framework, and its “3Cs” initiative that guided digital and data strategy.
Under the new structure, PENN’s three senior vice presidents of regional operations — Rafael Verde, Aaron Rosenthal, and Justin Carter — will continue to oversee the company’s brick-and-mortar casino footprint. Verde and Rosenthal will report directly to Snowden, while Carter will report to Verde.
Jennifer Weissman, the company’s chief marketing officer, will now also report to Snowden, with a mandate to intensify PENN’s omnichannel push. That effort will include close collaboration with Aaron LaBerge, PENN’s chief technology officer and head of Interactive, to expand the reach and value of the PENN Play loyalty program and boost cross-selling between physical casinos and digital platforms.
LaBerge is taking on an even broader role, assuming responsibility for all enterprise IT functions while retaining leadership of the Interactive segment. The company said unifying retail, digital, data, cloud, and security systems under a single executive will cut duplication, improve capital efficiency, and speed up the rollout of new products across PENN’s casino and online ecosystems.
To support that expanded technology mandate, PENN has launched a search for a digital chief operating officer to manage the day-to-day operations of the Interactive business. The new executive will report to LaBerge.
“Both Todd and Rich have made significant contributions to PENN’s evolution over the past decade and helped build the strong foundation we have in place today,” Snowden said. “On behalf of the Company’s Board of Directors, I want to express my appreciation for their dedication and efforts to PENN over the years and wish them well in their future endeavors.”
The new corporate structure takes effect immediately. PENN said it is also reviewing additional ways to streamline operations and will outline expected cost savings and free-cash-flow gains when it reports fourth-quarter 2025 results in February 2026 — setting the stage for what could be one of the company’s most consequential years yet in the battle for digital and casino supremacy.
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