Former icelolly.com commercial and product director Neil Hardy is joining Shearings Leisure Group in the newly created role of digital director.
The appointment is described as key as the group looks to grow its digital footprint.
Hardy, who has held senior leadership positions at Tui Travel, Page & Moy and Co-operative Travel, starts on April 30.
He will focus on the online areas of all brands within Shearings Leisure Group, working with marketing and e-commerce teams to drive improvement and digital excellence.
Shearings CEO Richard Calvert said: “I am delighted to have someone of Neil’s experience and track record joining us.
“Our group has a diverse set of specialist brands and our focus on digital growth for each of these is core to our strategy.
“Neil will work closely with our e-commerce and marketing teams in accelerating the already impressive progress that has been made in this area over the last 12 months.”
Hardy added: “The group has seen some impressive growth recently in the digital area, and I look forward to working with colleagues to accelerate the digital strategy on a fantastic range of specialist brands.”