William Hill restructures senior Online team
MD Crispin Nieboer appoints new COO and sportsbook P&L director as the operator looks to boost digital performance
William Hill has announced a major restructure of its senior Online team including the appointment of a new chief operating officer (COO), sportsbook P&L director and chief experience officer.
The operator’s Online managing director, Crispin Nieboer, today unveiled his new look team which will see special projects director Steven Reid promoted to the newly created Online COO role on an interim basis.
Reid, who has worked for William Hill’s corporate development team for more than seven years, helped set-up its online division in Gibraltar and played a key role in driving profitability following the operator’s US acquisitions.
He takes up the role on an interim basis and will return to the firm’s corporate development arm once a permanent Online COO has been appointed within the next few months.
Nieboer, who was appointed permanent Online MD last month, has also put in place a new P&L structure to replace the operator’s previous set-up of three separate innovation, product development and operations divisions.
Following the restructure, the operator appointed Stuart Weston as its new sportsbook P&L director. He will report directly into Reid alongside gaming P&L director James Curwen and international director David Greyling.
Meanwhile, operations director Juergen Reutter has been promoted to the newly-created chief experience officer role and will be responsible for maximising the customer experience across all key customer touch points.
Reutter’s new role will also see him hold the P&L owners to account on customer experience, while divisions including UX, customer service, My Account and omni-channel will all report directly into him.
“These changes are focused on driving the turnaround of Online’s performance by ensuring we have the right team and structure in place, to keep improving our product and our customer’s experience, broadening our appeal, and growing internationally,” Nieboer said.
“There is more work to do, but we are making significant progress on our mobile product, driving up our customer experience ratings, and delivering incremental gains every week,” he added.
In addition to the overhaul of its senior team, William Hill also launched a new data warehouse called UNO last week which Nieboer said would help be “scalable, fast and built for the future” compared to its previous incarnation.
William Hill is planning a phased roll-out with users while it continues to add new functionality and data to its platform.