Russell was previously marketing strategy director at BSkyB and was responsible for all market, consumer and content research as well as competitor intelligence, customer engagement, insight, and segment strategy.

Prior to that he was planning manager for British Airways, having also held marketing research roles for Boots Healthcare International and Kraft Jacob Suchard.

Also joining the bookmakers is former Domino’s Pizza UK sales and marketing director Robin Auld, who will become brand director. Woolfenden said the pair would help with “building on the unique, entertaining and extremely effective campaigns that we have become known for.”