William Hill PLC, parent company of William Hill US, has unveiled Ulrik Bengtsson as its new CEO Designate. Previously the firm’s Chief Digital Officer, he takes the place of Philip Bowcock who will step down as CEO and a Director with effect from September 30, 2019.

While Bengtsson assumes full CEO responsibilities from the end of the month, Bowcock will remain as an employee until December 31 in order to assist with the transition. The change, said the firm, is part of its succession planning and consistent with the group’s strategy of becoming a digitally led and internationally diverse gambling company.

Chairman Roger Devlin paid tribute to Bowcock for his leadership and success in growing the firm’s US business, saying: “I would like to thank Philip for his important contribution to William Hill over the last four years, both as CFO and for three years as CEO. 

“During that time, Philip has built a great team, with real depth and a strong culture and overall the business is in good shape. He has led the business through a period of unprecedented change including the challenges of the Triennial Review and has set a clear strategy, driven our expansion in the US and reinvented our approach to safer gambling.

“The Board is pleased to appoint Ulrik to the role. Having overseen the group’s digital operations for 18 months, he knows the business well and is ideally suited to lead our next phase of growth. Ulrik has deep understanding in digital and has the international and sector experience we need to deliver on our strategy. His appointment will provide continuity, stability and operational digital leadership as we deliver on the strategy we have set.”

Bengtsson commented: “I am delighted to be taking on the CEO role at such an exciting time for William Hill and look forward to working with the team to deliver our strategy. We have a great opportunity to build William Hill as a digital and international business by driving Online growth in the UK and internationally, growing a scale US business, remodelling Retail and delivering our Nobody Harmed ambition.”

Commenting on his time with the firm, Bowcock said: “It has been an intense period with the industry and business experiencing significant structural and regulatory change. After all the work the team has done I believe the business is now well placed to take advantage of the opportunities presented in the US market as well as continued growth in digital.”