Flutter Entertainment UK and Ireland, owner of Paddy Power, has promoted Michelle Spillane to managing director of Paddy Power Online.

She was previously managing director of marketing for Paddy Power, a position she held for almost two years.

In her new role, Spillane will be responsible for bringing together the Paddy Power brand, marketing and commercial teams.

In an internal memo, Flutter UK and Ireland’s chief commercial officer, Ben Reilly, credited Spillane with playing a “key role in driving the brand’s growth trajectory by delivering bold, culturally resonant campaigns that have put the customer at the heart of everything” it does.

He added: “Michelle’s work has helped shape Paddy Power into one of the UKI’s most loved entertainment brands, not just for its creativity, but for the way it connects with and creates enduring relationships with our customers.”

He also credited Spillane for playing a key role in driving “real customer conversations and engagement” across its darts sponsorships, TV ads, content and collaborations.

Paddy Power was recently announced as the official NFL partner for the UK and Ireland. Previously, the gambling company sponsored the PDC World Darts Championship.

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Spillane joined Paddy Power in January 2018 as marketing and brand director for the UK and Ireland before becoming managing director of marketing in 2023.

She moved to the business from Irish public service broadcaster RTÉ, where she spent four years as director of global marketing. Her earlier career includes time as CMO of Microsoft Ireland, head of marketing at Bank of Ireland, and marketing director at ITV Worldwide.

Earlier this year, Spillane talked to Marketing Week about championing creativity in the workplace.

“Creativity is not a team, it’s not a department, it’s not an agency and it’s not the sole preserve of the marketing function,” she said.

“It’s a culture here within Paddy Power, it’s a way of working. It’s how we view the business, the market, the opportunities. We’re always looking for that alternative view and how to succeed where there have been challenges. So it’s a massive unlock for our business.”