The appointments come off the back of a company restructure which has seen the business divided into two departments – digital operations and technology and delivery.
Managing director Markus Ettlin said he believes the new structure offers valuable resources and an enhanced focus on developing online business.
Ettlin said: “With the appointment of Andy Bentley and Adam Lomax, we have been able to win two experienced and proven experts for ourselves and are thus taking a big step on the long-term path to becoming the best omnichannel provider in all of Europe.”
Bentley had served the company as a consultant before taking up the role of chief operating officer.
Lomax has been a part of parent company Gauselmann since March, working as program director for the provision of the platform and systems for the international stationary and online market.
Bentley said: “As a team, we have a clear vision: We want to create the best omnichannel experience in all of Europe. I am very happy to be a part of this vision and to be able to accompany and advance Merkur Sportwetten on this path.”
Lomax added: “I am very happy to work in such a future- and quality-oriented company. With the division of the product team, we can respond to the needs of our customers and business partners in an even more targeted and effective manner. This is an exciting opportunity to redesign the way in which Merkur Sportwetten is driving international growth.”