William Hill's drive to become a more customer-centric business under new CEO Phil Bowcock has led to a significant restructuring, with marketing and customer service functions now fully controlled by the operator’s Online division.

Previously, marketing and customer service were each treated as group functions rather than a specific part of the Online business, with the company describing the new structure as a natural step, given that both functions are largely focused around the iGaming business.

The restructuring will also see the operator continue its technology recruitment drive in order to ensure the rapid roll-out of new products and services, while a number of existing senior executives are set to depart the business.

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