UK-listed bookmaker William Hill has embarked on a wholesale revamp of its online operations’ senior management structure in a bid to shore up the once dominant division.
In May, Hills released a trading update that included a lackluster performance by its William Hill Online division. In the same update, Hills announced that Crispin Neiboer had been made the permanent managing director of online, and Nieboer has now announced a significant restructuring of the online division’s senior team.
Hills’ special projects director Steven Reid, who helped set up Hills’ Gibraltar online operations, has been named interim Online COO, with a permanent Online COO to be named over the next few months.
Stuart Weston has been named Hills’ new online sportsbook P&L director, joining gaming P&L director James Curwen and International director David Greyling. All three will report directly to Reid (and his permanent replacement).
Hills’ operations director Juergen Reutter will assume the newly created role of chief experience officer, who will ensure that all three P&L directors do their utmost to maximize the customer experience across all channels.
The executive shuffle comes one day after Hills announced that it had hired professional services firm KPMG to help meet its technology roadmap goals. KPMG has been tasked with judging the deliverability of Hills assets, including its Project Trafalgar web architecture overhaul, self-service betting terminals and its international operations.
A Hills spokesperson told eGaming Review that it was as yet unclear what might come out of KPMG’s review but the operator felt the need to study “how we can gear the business up for the future to make the most of our assets across retail, digital and international as we move into the omni-channel era.”