As UK country manager Roberts will lead Waze’s business and operations for the UK. His main focus will be working closely with Waze’s advertisers across the fuel, retail, fast food and automotive industries on destination-based marketing.

Roberts will also be responsible for developing the strategy and spearheading Waze’s partnerships division, showcasing how Waze data can be used to tackle infrastructure challenges.

In his previous role at Google, which he had held since 2013, Roberts led the technology company’s relationships with leaders in the hospitality and tour operating sectors in the UK and across EMEA. 

“I’m excited to be joining Waze at such a crucial moment in the company’s history,” said Roberts. 

“We are seeing travel habits shift significantly due to the impact of Covid-19, so ensuring that the app is there to support users and brands as they navigate the new normal is my priority.

“Waze’s mission is to get people and technology to meet to solve transportation challenges and in today’s climate, this has never been more important.”

Roberts will be based at Waze’s London office and will be the platform’s primary UK spokesperson.