Marketing solutions provider Optimove has appointed former Playtech executive Asaf Cohen as its vice president of sales.

Cohen has been brought in to further Optimove's ties within the gaming industry and boost its market share in a sector where it already works with a number of real-money and social operators.

Cohen joins from Playtech, where he has spent the past five and a half years as the supplier's commercial director. In this role he was responsible for managing a number of key European clients.

He joined Playtech as an account manager in 2009, rising to lead its account management division before being named commercial director.

"We were extremely impressed with Asaf and his unique set of talents," Optimove chief executive and co-founder Pini Yakuel said of his new hire. "We are confident that he will fit right in at Optimove and bring much added value. We've connected both personally and professionally and I’m sure his experience will contribute to Optimove's continued success."

Commenting on joining Optimove, Cohen said: “Leaving Playtech wasn't an easy decision for me, but at this stage in my career, Optimove is the perfect fit.

“The company has earned its reputation with an innovative product, and its technology will soon become an industry standard. I'm excited at the opportunity of managing the sales team of an industry leader."