London-listed betting and gaming operator William Hill has appointed former Betsson president and chief executive Ulrik Bengtsson to the newly-created role of chief digital officer.

In the position Bengtsson will have oversight of the William Hill Online business, while also managing global data, brand, marketing and customer services.

He will report directly to William Hill chief executive Philip Bowcock and is to join the group executive committee when he begins the role in April.

Bengtsson joins William Hill having abruptly departed Betsson in September last year, after less than two years as CEO and five years with the operator in total. He previously worked for Swedish commercial broadcaster Modern Times Group.

His appointment has prompted a reshuffle of William Hill Online's management team, with current managing director Crispin Nieboer moving to the role of group corporate development director.

He will report directly to Bowcock and remains on the group executive committee, but will now focus on identifying strategic growth opportunities around the world. Nieboer's immediate focus will be preparing William Hill to take advantage of potential sports betting regulation in the US,.

Nieboer will be replaced as Online managing director by Grant Williams, currently chief operating officer for the division, who is to assume day-to-day responsibility for the business.

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