William Hill has appointed former Betsson Group president and CEO Ulrik Bengtsson to the new role of group chief digital officer.

Having left Betsson in September after six years, Bengtsson will join the group’s leadership team in April and report directly to CEO Philip Bowcock.

The executive appointment sees Crispin Nieboer, current William Hill Online managing director, take on the new role of group corporate development director, which will focus on the operator’s international growth initiatives.

The executive restructure will see Bengtsson supported by Grant Williams, current chief operating officer for digital operations, who will assume the position of managing director of William Hill Online in place of Nieboer.