Paddy Power has promoted its chief marketing officer (CMO) Christian Woolfenden to the role of managing director for retail, UK & Ireland.
Having joined Paddy Power as CMO in 2011 from Bacardi, where he was global brand director, a search is currently underway at the bookies brand for a marketing director replacement.
His promotion is one of a string of senior management changes the brand has announced today by chief executive designate Andy McCue.
The restructure will see Peter O'Donovan take up the newly created role of chief product officer, a role in which he will be responsible for bringing together the technology and product development teams.
Meanwhile director of operations Johnny Hartnett has been named managing director for Paddy Power Online.
In his new role Hartnett will be responsibile for paddypower.com and paddypower.it, as well as Dial-a-Bet and customer operations.
McCue said: "These appointments reflect a strategic emphasis on customer and product. I am delighted to be filling these positions with high calibre individuals with a proven track record of success in the group."
The trio – and McCue – will take up their new roles in January.
During his time as CMO for the brand Woolfenden oversaw its cheeky marketing campaigns and stunts including one which saw a wax work of former Manchester United manager Sir Alex Ferguson contained in a glass box outside Old Trafford.
Next to it was the sign “In case of Emergency at Old Trafford, Break Glass.” - the stunt was pulled following Chelsea’s 3-1 victory over the Premier League Champions, which at the time were struggling under the leadership of Ferguson's replacement David Moyes.