Birch take over for Ian Burke (57) on May 6 as Burke becomes non-executive chairman of the company.
"The Rank board believes it appropriate to ensure that the company benefits from some continuity to ensure a smooth transition of executive responsibilities," according to the company's announcement.
"With his track record in the online betting and gaming sector, the Rank board believes that Henry is well-equipped to lead Rank's continued exploitation of growth opportunities in the gaming and leisure markets."
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