Hurst has been promoted from her previous role as GVC Director of Responsible Gambling, a position she's held since March 2017.
The newly created position will allow the operator to build on its ambition to push responsible gambling, developing relationships with the media and external partners.
Hurst, who has previously served as a government special advisor, will take the role up returning from maternity leave next month.
Hurst said: "Ensuring GVC continues to lead the way in safe gambling, corporate social responsibility and regulatory affairs has never been so important.
"I am delighted to be joining the talented management team at GVC, following my maternity leave, as well as working with our industry and charitable partners to deliver a successful, sustainable and socially responsible business."
GVC CEO Kenny Alexander added: "I am delighted to be promoting from within GVC, after an extensive external search, which proves we have the existing talent and expertise to develop our leadership team."
In March, GVC reported a 2% year-on-year rise in 2019 pro forma group net gaming revenue, up to £3.66bn ($4.49bn).
