Online betting behemoth Paddy Power Betfair had promoted longtime Paddy person Ken Robertson to the position of advertising director.

Robertson (pictured), a 16-year Paddy Power veteran, had previously served in a number of roles with the Irish betting operator, and held the company’s infamous ‘head of mischief’ title from 2011 to 2014.

Robertson’s new job will see him head up a 50-person team overseeing all European advertising for the enlarged Paddy Power Betfair business. The news comes one week after the company revealed plans to cut nearly 10% of its staff to realize the promised synergies from the merger of Paddy Power and Betfair.

One can only hope that Robertson will continue to push the advertising envelope, like Paddy Power’s recent outdoor poster that simultaneously mocked the injury prone English Premier League side Liverpool FC and pissed off people with disabilities, or at least, people who felt people with disabilities should be pissed off. Or something.