New William Hill chief executive Philip Bowcock has begun to build his executive team with the appointment of Ruth Prior as the company's new chief financial officer.

Prior will assume her new role later this year after leaving payment processing business Worldpay, where she has served as chief operating officer since December, having joined in October 2013 as deputy CFO.

She replaces Mark Summerfield who has served as temporary CFO on secondment from accountancy firm KPMG since the elevation of Bowcock from CFO to interim CEO, and then permanent chief executive.

Bowcock described Prior as a strong addition to the operator's board and executive team.

"Her experience in digital operations, online payments and finance is all highly relevant to our strategic priorities to deliver an even better customer experience and faster growth," he explained. "We welcome her to the William Hill team."

Commenting on her new role, Prior said: "I am excited to be joining William Hill at a time when there are clear opportunities both to grow the business inside the UK and to expand our position on the international stage. I'm looking forward to working with the team to deliver the digital expertise, operational efficiencies and technology platform that will underpin the group's further growth."

The new William Hill CFO will receive an annual base salary of £425,000, a pension allowance of 20 per cent of this salary, and will be eligible to participate in the company's annual performance bonus plan.

Analyst Simon French of Cenkos Leisure welcomed the appointment, saying he was encouraged to see another CFO appointment from outside the industry, which "can sometimes be an introspective sector".

"[Prior's] experience of payments should prove valuable as the group increases revenue from outside the UK," he added.

French added that further management changes can be expected, with Gareth Davies set to step down as chairman next year and Bowcock likely to continue building his own management team.

Shares in William Hill plc (Co.Data) (LSE:WMH) were trading down 0.31 per cent to 286.90 pence per share in London Thursday morning following the announcement.