New CEO Cyrille Giraudat to Lead Pari Mutuel Urbain’s Strategic Transformation

Introduction to the Leadership Change at PMU

Pari Mutuel Urbain (PMU), the leading organization in France’s horseracing betting sector, has announced a significant leadership change. Cyrille Giraudat has been named the new Chief Executive Officer, marking a fresh phase for the company.

Cyrille Giraudat Appointed as PMU CEO

On December 10, the appointment of Cyrille Giraudat as CEO was officially confirmed, following approvals from the French Ministry of Agriculture, Agri-Food and Food Sovereignty, and the Ministry of Action and Public Accounts. This leadership decision was also supported by PMU’s parent companies, France Galop and the Société d’Exploitation de Paris-Turf (SETF).

Giraudat succeeds Emmanuelle Malecaze-Doublet, who left earlier this year amid tensions with shareholders. Beginning his tenure in January, Giraudat is tasked with accelerating PMU’s growth, enhancing customer engagement, and delivering outstanding horseracing experiences.

Drawing on his expertise in marketing and digital transformation, Giraudat aims to modernize PMU’s offerings and attract a younger generation of bettors as the industry faces ongoing challenges.

Giraudat’s Background and Experience With PMU

Giraudat is familiar with PMU, having served as the company’s director of marketing, customers, and digital from 2004 to 2014. During this period, he was instrumental in responding to increased competition in France’s online gaming market.

After leaving PMU, he continued to build his expertise by leading digital transformation efforts at Europcar Group between 2014 and 2016, focusing on enhancing customer experiences.

In 2017, Giraudat became the director of digital, marketing, and innovation at RATP Dev, where he spearheaded the company’s transformation, reshaping its marketing and innovation strategies over five years.

More recently, in 2022, he took on the role of marketing, customer, and digital director at Nexity, further sharpening his leadership in customer-centric digital initiatives.