Former Yahoo! and Kelkoo marketer Pete Danks will take over from Christian Robinson, who currently holds the dual role of managing director and head of marketing, on 1 September.
Danks will lead a larger marketing department and look to take the brand into media channels it hasn’t previously invested in. Firebox had a turnover of £12.7m last year and posted profits of £1m.
Danks says: “It is the first time that Firebox has had a pure focus on marketing. We are looking to drive the brand and its creative style into new channels.”
The online retailer is also preparing to launch a TV campaign that will be aired in the run-up to Christmas.