Philip Bowcock has been named the new boss of William Hill with immediate effect.
Previously chief financial officer of the bookmaker, Bowcock has worked as interim chief exec since July 2016.
Chairman Gareth Davis said: "Since his appointment as interim chief executive last July, Philip has driven the business forward at real pace and we have seen important progress across our online, retail and international businesses over that time.
"Our recent results show that William Hill is now in a stronger position and Philip has outlined a clear plan to continue that momentum into the future."
The firm reported results of a rollercoaster year in February, but added figures to show a good start to the year for the seven weeks to 14 February, with the group’s UK sports book up 10 per cent and UK gaming revenue spiking eight per cent.
Bowcock said he was proud to be chosen to lead a brand that is "synonymous with betting".
During my time at the helm, I have had the opportunity to lead a passionate, talented and committed team and we have made considerable operational progress in recent months. The team and I are excited by the opportunity to keep improving our position in all our key markets whilst delivering a great experience for our customers.
Bowcock joined William Hill from Cineworld, where he worked as finance director for nearly four years. Previously, he was finance director at Luminar and had senior finance roles at Barratt Developments and Tesco.
He also spent seven years at Hilton Group as vice president of finance while the company owned Ladbrokes.
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