Adele Lawton has joined as its new head of online marketing.

Sunderland-born Lawton, who was previously commercial director at Playtech, has also held senior gaming sector roles with Gamesys, BSkyB, bet365 and Gala Coral.

Chris Sheffield, managing director at Warrington-headquartered, said: “Adele comes to us with a proven track record of success and her vast experience in acquisition, retention and product management will prove to be of huge benefit as we continue to grow our business.”

The company, which recently invested £10m in a new TV advertising campaign, is planning to continue its expansion in the new year with the launch of Betfred Australia. It currently has over 1,350 betting shops in the UK.

Lawton will assume full control of all marketing for Betfred’s online and mobile business, overseeing “everything that touches the customer”, she said.

“Now is a perfect time to join Betfred, who have demonstrated tremendous growth in recent years,” added Lawton.

“I see opportunities to further accelerate that growth by leveraging the recent investments in marketing spend across all acquisition and retention activities.

“Betfred has great brand values that I have always been a champion of, namely putting the customer at the heart of the business, delivering real value in the product offer, and focusing on innovation to enhance the user experience. I’m certainly excited by the road ahead and working with the Betfred team!”