Blundell is tasked with driving the brand and its existing and new services.
She joins the company on 11 January and will handle a £15m marketing budget.
Formerly, Blundell was managing director of advertising agency TBWA where she was responsible for brands including McDonalds, Mars Chocolate, Beiersdorf, BNP Paribas and Merck.
In October, 118 188 added its first transactional service with its restaurant booking function and hopes to expand its transactional capability to brand partnerships with other businesses
In March last year, 118 188 appointed former BT Vision marketer James Soames to the position of head of Marketing.
118 118 launched in 2003 with an iconic marketing campaign featuring two 118 runners and says marketing is central to the businesses success.
The company’s agency roster includes Brooklyn Brothers, ZenithOptimedia, Workclub, 2CV and Brazil.