Ladbrokes has appointed former William Hill executive Kristof Fahy as its new chief marketing officer, with responsibility for all brand and marketing activity across its digital and retail businesses.

Fahy joins the bookmaker from Telegraph Media Group, where he was serving as chief marketing officer responsible for marketing as digital acquisition.

Prior to his time with Telegraph Media Group, Fahy spent just over five years as chief marketing officer at William Hill.

In his new role with Ladbrokes, Fahy will sit on the firm's executive management team and report to chief executive, Jim Mullen.

Should the proposed merger with Gala Coral go ahead, Fahy will retain his role as chief marketing officer of the combined company and also serve on the new senior management team.

"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," Mullen said.

"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."

Speaking about his new role at Ladbrokes, 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."

Meanwhile, Ladbrokes has struck a three-year partnership with Australian horseracing organisation, the Melbourne Racing Club.

Under the agreement, Ladbrokes will sponsor a number of races at the Caulfield Guineas Day, which is due to take place this weekend.

As of January next year, Ladbrokes will also serve as the club's official corporate bookmaker through to the end of 2018.

In addition, Melbourne's Sandown Park will be re-named Ladbrokes Park, while the bookmaker will benefit from a heavy presence across all Melbourne Racing Club courses, replacing rival William Hill.

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