Feakins (pictured)has been client partner at marketing and media consultancy Ebiquity for the past five years. He has also held marketing and data analytics roles at comparethemarket, Barclays and RBS Insurance among others.

This new role will see Feakins bring together wilko’s existing teams and introduce more data-based decisions.

He will report to Wilkinson Hardware Stores Ltd (WHSL) director, Lisa Wilkinson. She said of his appointment: “This is a great appointment for wilko and further demonstrates our commitment to becoming a business more focussed on making products our customers tell us they need."

Feakins’ hiring comes shortly after the chain announced two additional senior recruits. Alex Russo will be joining as chief financial officer and executive board director for WHSL and Craig McGregor has joined as retail director of Wilko Retail.