Christian Woolfenden | The Innovator 25
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Christian Woolfenden

The Innovator 25: Christian Woolfenden

Managing director, retail, Paddy Power UK & Ireland

London

Paid Media & Marketing



As the marketing director of UK bookmaker Paddy Power, Woolfenden oversaw a string of irreverent, offbeat escapades that translated into critical success and commercial results. Variously, these involved ambushing the Olympics, hijacking the Ryder Cup and, perhaps most memorably, 'shaving the rainforest' for last year's World Cup. Yet the brand's rebellious attitude should not deceive; Woolfenden began his career as a finance manager for Procter & Gamble, and brings a rigourous approach to Paddy Power's anarchic, creative spirit. So far, the mischief-making appears to be working, with Woolfenden upped to MD at the end of 2014.