Ben Carter, director of digital for UK-listed betting operator Betfair, is to leave the business at the end of the year to take up the role of marketing director for UK-based ecommerce business

Carter will join his former Betfair colleague Andy Botha, who stepped down as the operator’s chief commercial officer in April 2013 to join Notonthehighstreet as chief commercial and financial officer. Carter will lead the company’s marketing strategy.

Before leaving, Carter will run the marketing campaign for the operator’s New Jersey online casino offering, launched in partnership with the Trump Plaza Casino & Hotel, which will officially go live state-wide next week.

He has served as director of digital since January this year, overseeing Betfair’s social media, mobile, online marketing and PPC strategies, having worked for the company for the past four years.

Carter joined as head of central online marketing services in 2009, before taking on an expanded role as head of digital marketing and customer acquisition in May 2011.

A Betfair spokesman commented on his departure: "Ben has had four successful years at Betfair and we wish him all the best in his future career."

Before joining the operator, he served as head of online marketing for Setanta Sports for two years, having previously worked as a digital marketing consultant, as well as a journalist covering the online marketing sector.