Digital marketing specialist Group has brought in Max Bichsel from sports betting supplier Kambi to drive growth in the United States.

As US vice president, Bichsel will lead the expansion of’s strategic and commercial partnerships in the US, with the company having recently secured a $15.5m investment from New Jersey private equity firm Edison Partners.

Bichsel joins the company from Kambi, where he served as US director of sales, playing a pivotal role in the company’s rise to one of the leading sports betting suppliers in the US through partnerships with Rush Street Interactive, Penn National and 888. He also helped oversee the establishment of Kambi’s US headquarters in Philadelphia.

Prior to Kambi, Bichsel served in various sales and business development roles for internet, software and advertising companies such as Selligent, Powa Technologies and HookLogic.

“With Max on board to lead our US efforts, the group will expand partnerships, marketing and sales efforts in America and continue to grow market share,” said Group chief executive officer Charles Gillespie.

Commenting on his appointment, Bichsel said: “Performance marketing will play an important role in the growth of the sports betting and online gambling industry in America and Group is best positioned to benefit from this expansion of regulated online gambling in the United States.

“I look forward to working with the group’s clients, building teams and creating new partnerships to expand the group’s footprint in the US and solidify the company’s position as leaders in iGaming and sports betting.”