Barker joins from the BBC, where he spent six years as CRM lead, responsible for customer relationship strategy and digital engagement across channels and services.

Prior to the BBC, he held senior CRM roles at Global Radio and the Financial Times.

At Co-op, Barker will lead CRM and CX as the organisation develops a new data and loyalty centre of excellence, which aims to bring data, insight, membership, CRM and CX together.

The appointment follows Co-op’s relaunch of its membership programme and the introduction of a membership app last year.

Charlotte Lock, director of data and loyalty at Co-op, said: “Championing communities through the Co-op customers and members that live in them is critical to our vision.

“We can do that even more effectively by building meaningful relationships and rewarding experiences.”

Lock added: “Phil’s passion for insight and creativity really stood out coupled with a fantastic track record of leading teams to deliver rewarding customer journeys.”