GVC Holdings has appointed Adele Lawton to the newly-created position of group head of bingo, effective today.

Lawton joins as part of a reshuffle of the operator’s gaming management team for the brands it controls through its acquisition of bwin.party earlier this year.

This will see Tom Waters, previously group head of partypoker and Cashcade, focus solely on the poker offering.

In her new role Lawton, taking charge of leading brands such as Foxy Bingo under Cashcade, will report directly to GVC chief executive Kenny Alexander.

She joins from real-money gaming platform provider Betable, where she has served as operations director for Europe for just over two years.

With 20 years’ marketing experience predominantly in the bingo industry, Lawton’s CV features some of the sector’s biggest names. She has worked as head of games and bingo for bet365 and head of bingo for Sky Betting & Gaming, as well as serving as head of Jackpotjoy for Gamesys.

Before joining Betable she worked as head of marketing for Betfred, and commercial director for solutions giant Playtech.

“Adele’s appointment reflects our strategy to attract the best in the industry,” GVC chief executive Alexander said. “Her considerable experience will help drive our growth ambitions for our portfolio of bingo brands including the iconic Foxy Bingo.”

Shares in GVC Holdings plc (Co. Data) (LSE:GVC) were trading at 684.79 pence per share in London earlier Monday.