UK-listed gambling operator Rank Group has brought in a veteran gambling executive to be its new CEO. Rank has tapped John O’Reilly for the position, capitalizing on his extensive career that spans over 25 years. O’Reilly was formerly with Ladbrokes, where he was responsible for developing online betting operations and expanding the company outside of the UK.

O’Reilly picks up where Henry Birch leaves off. Birch announced his resignation in March with plans to move to the UK-based online retailer Shop Direct. O’Reilly, who left William Hill last April 30, officially begins with Rank on May 7.

After 25 years with Ladbrokes, O’Reilly joined Gala Coral in 2011. He was the managing director of the company’s Coral Interactive arm and oversaw the relaunch of Coral’s online operations. He left the company in 2014 and was subsequently appointed as a non-executive director on William Hill’s board.

Rank Chairman Ian Burke expects O’Reilly to bring with him “a wealth of gambling industry experience, particularly in digital.”