William Hill has confirmed Crispin Nieboer’s widely-anticipated appointment as the permanent managing director of the operator’s online business, setting out a number of key priorities for the division under his leadership.

Nieboer has served as interim managing director of online since January this year. He took on the position after William Hill Online CEO Andy Lee left the business following a review of the division that same month.

The former Gaming Media Group chief executive has been with William Hill since August 2013, joining as director of corporate development and innovation. In this role he had oversight for the company’s Shoreditch innovation hub and start-up accelerator, as well as exploring investments, joint ventures and potential M&A activity.

Before moving into the gambling sector he held high-profile roles with global merchant bank N.M. Rothschild, where he progressed from graduate trainee to senior manager of technology, media and telecommunications.

He began his career in the gaming industry as ventures manager for BSkyB, where he helped manage a portfolio of joint ventures and subsidiaries including SkyBet and Attheraces.

Nieboer has long been expected to take charge of William Hill’s online business on a permanent basis, with group CEO James Henderson describing him as “odds-on” for the role in March.

“I am delighted to announce Crispin's permanent appointment as managing director of online,” Henderson said. “He has a strong track record in digital and has made good progress since taking on the role on an interim basis in January by addressing areas of under-performance in online.”

As part of his efforts to halt the slide of the operator’s online business, which today reported an 11 per cent decline in Q1 revenue, Nieboer has set three key priorities.

The online division will work on product enhancements to ensure William Hill can offer the best customer experience in the market. This is already underway with the launch of one-minute markets for football and the Cash in My Bet feature for horseracing. Multi-language versions of the Trafalgar front-end are also being developed, while this front-end will also be rolled out for Android devices.

Marketing activity will be refocused to acquire and retain profitable customers through more efficient use of affiliate and bonusing spend to improve customer acquisition and yield, and roll-outs in new international markets will also take place to increase the operator’s reach.

Shares in William Hill plc. (Co. Data) (LSE:WMH) were trading down 3.36 per cent at 313.40 pence per share in London early Wednesday.