Ladbroke Racing is hunting a director of marketing as the betting industry prepares to exploit greater advertising freedom resulting from Government reforms.
The new director will oversee a marketing budget of 5m, and work alongside Ladbroke’s commercial director John O’Reilly.
The company controls a 1,900-strong chain of betting shops.
O’Reilly comments: “We have got a good marketing team, but we are seeking to add weight with the appointment of a director of marketing.”
It is thought O’Reilly is looking for someone to relieve him of the day-to-day responsibility of running the marketing department.
J Walter Thompson handles the chain’s advertising.
The new position comes in advance of a Government relaxation of restrictions on betting shop advertising, expected this autumn.
The Home Office has published a consultation paper as the opening stage in developing proposals that will allow betting shops greater freedom to use brand advertising in print media, though it has ruled out broadcast media.
At present, betting shops can use print media but are not allowed to encourage gambling overtly or give the addresses of their outlets.
In the future, they will be able to sell lottery scratchcards, and will also be allowed to have fruit machines on their premises.