William Hill hires Ulrik Bengtsson in senior management reshuffle
The former Betsson CEO joins Hills in a newly created chief digital officer role as the firm’s Online MD and COO both switch roles
William Hill has appointed former Betsson CEO, Ulrik Bengtsson, to the newly created chief digital officer role as part of a major reshuffle which will also see Online MD Crispin Nieboer switch roles.
Bengtsson, who left Betsson last year, will take up the new Group role in April and report directly into William Hill’s chief executive officer, Philip Bowcock, and sit on the Group Executive Committee.
He served as Betsson AB CEO for approximately 18 months having worked at the operator since 2012.
Ulrik Bengtsson will join William Hill as chief digital officer in April
The London-listed operator today also announced Online MD Crispin Nieboer will take up a new role as group corporate development director after more than two years heading up Hills’ digital arm.
Nieboer, who will also report to Bowcock and sit on the Group Executive Committee, will be tasked with leading William Hill’s international growth strategy, with a particular emphasis on the US market.
He will be replaced as Online MD by Grant Williams, who has served as Online COO since mid-2016.
“Ulrik has extensive experience of the online gaming market and will have oversight of Online as well as global data, brand, marketing and customer service,” the company said in a statement this morning.
“Crispin will have oversight of strategic growth opportunities for the Group globally, with the US opportunity being his immediate priority,” the statement added.
Read EGR’s recent in-depth interview with Nieboer here.
News of the management reshuffle comes after William Hill today announced a 13% year-on-year rise in Online net revenue following double-digit growth from both sports betting and gaming.
Earlier this month, EGR also reported that William Hill Online’s chief information officer (CIO), Itay Fisher, is to leave the Gibraltar-based firm this summer.