Based in Boston, LoBue (pictured) will lead the company’s global marketing function and be part of the leadership team.

Prior to Zappi, she was head of global marketing at reputation data and insights company RepTrak. She also worked in consulting in a contract role with Square 2 Marketing.

Ryan Barry, president, Zappi, said: “Melanie brings a data-driven and customer-centric view of marketing and growth to Zappi. She has a proven track record of taking marketing organisations to the next level.

“We are very pleased she decided to join us and look forward to integrating Melanie into our marketing, go-to-market and executive leadership teams.”

Zappi also recently expanded its international sales team and appointed Alice Saje as executive vice-president of operations.