rokes has hired former William Hill executive Kristof Fahy to spearhead its marketing department.

Fahy joins from Telegraph Media Group, where is chief marketing officer, and prior to that he spent five years in the same role at William Hill.

As Ladbrokes’ chief marketing officer he will spearhead its digital and retail marketing teams and report into CEO Jim Mullen.

If the proposed merger with Coral goes ahead, Kristof will become chief marketing officer of the enlarged group and be part of the senior management team.

Mullen said: “Kristof has exceptional experience in our sector and a track record of delivery in the battle to attract and retain recreational customers.

“When I set out the Ladbrokes organic plan for building long term recreational scale and made the necessary budget commitment to boost our marketing presence, I was always conscious that I would need an experienced and creative marketing professional to lead the programme.

“In Kristof, I have recruited the right leader who can help us maximise our spend and grow the long term loyal customer base that will build a better Ladbrokes and deliver our long term targets and ambitions.”

Fahy added: “I am delighted to be joining Ladbrokes at this time. They have laid out an ambitious organic plan with marketing at its heart as well as progressing a transformational deal with Coral. While the challenges in these plans are clear and the market place incredibly competitive, the opportunities are exciting and deliverable and it's a great time to be joining Jim and the Ladbrokes team.”