Evoke appoints Siddharth Dixit as chief strategy and transformation officer

• Dixit brings over 15 years of experience in corporate strategy and business development from Virgin Media O2, Deliveroo, and other organisations
• The new appointment is part of Evoke’s ongoing transformation under CEO Per Widerström following the company’s rebrand from 888 Holdings
• Dixit will report to the CEO and be responsible for corporate strategy, M&A, and business development

Evoke, the parent company of William Hill, 888, and Mr. Green, has appointed Siddharth Dixit as its new chief strategy and transformation officer.

The appointment forms part of the company’s ongoing transformation under CEO Per Widerström following its rebrand from 888 Holdings in 2024.

Dixit joins evoke from Virgin Media O2, where he led the development and execution of the company’s growth strategy. His appointment to the group’s executive committee signals the importance evoke places on strategic planning as it continues to implement its value creation plan.

The new chief strategy and transformation officer brings over 15 years of experience in corporate strategy, business development and transformation. Prior to Virgin Media O2, Dixit held senior roles at several leading international organisations including Deliveroo, Anheuser-Busch, The Economist, Boston Consulting Group, Accenture and Deloitte.

During his time at Virgin Media O2, Dixit spearheaded acquisitions and joint ventures whilst launching technology-driven products and scaling AI-enabled verticals. He led a 15-member strategy team and developed the company’s three-year go-to-market playbook.

“We are delighted to welcome Siddharth to evoke as our chief strategy and transformation officer,” said Per Widerström, chief executive officer of evoke.

“Siddharth is a proven leader with a wealth of highly relevant experience gained at several global sector-leading organisations. He knows what best practice is and how to deliver it. I am confident his skills and experience will be invaluable as we continue to build momentum and execute against our focused growth strategy and value creation plan.”

Dixit’s appointment comes as evoke continues to see positive momentum following its strategic refocus. The company recently reported sequential quarters of top-line growth, with Q2 2025 marking its second strongest quarterly revenue performance since early 2023.

“I am very excited to join evoke at such an important stage in its journey,” commented Siddharth Dixit, chief strategy and transformation officer.

“Per and the team have returned the business to sequential quarters of top-line growth, underpinned by a focused market framework, clear growth strategy and transformational value creation plan. I am looking forward to working with my colleagues from across the group to deliver long-term, sustainable growth and value creation.”

The appointment represents another key hire for evoke as it continues to strengthen its leadership team under Widerström’s transformation programme. The programme has focused on concentrating on primary markets, revamping operational models with automation and artificial intelligence, and achieving greater cost efficiencies.

Evoke completed its acquisition of William Hill’s international business from Caesars Entertainment in 2022 for £2 billion, creating one of the world’s leading betting and gaming companies. The group maintains revenue growth guidance of 5-9% and expects its adjusted EBITDA margin to reach at least 20% for 2025.