Carter will be charged with increasing awareness of the brand and new categories – pets, corporate gifting and revamped household – introduced earlier this year.
Not on the High Street handles ecommerce transactions for a number of independent UK retailers. It positions itself as a destination for those seeking gifts that will make the recipients’ “life less ordinary”.
Chief commercial and financial officer Andy Botha, says the introduction of the new categories means “a shift in focus for marketing and creative” in 2014 as it works to position the brand as a “lifestyle retailer as well as seller of unique, original gifts.”
Carter will join the online retailer in January. He will lead a 15-strong marketing team and report directly to Botha.
He joined Betfair in 2009 working in various digital marketing roles before being promoted to digital director in January 2013.
Betfair would not share plans for any potential replacement or who will assume his duties when approached by Marketing Week.