Rapal, who was formerly international marketing director for cruise.co.uk, takes up her role as head of digital this week and will work across the group’s portfolio of retail businesses, which include Travel, Childcare and Healthcare.

She will be tasked with increasing Midcounties’ revenue through its digital platforms and implementing new methods of making content more easily searchable online.

Rapal said: “I am excited to take up this role, as The Midcounties Co-operative has a unique proposition with an already engaged member base, passionate colleagues that really know their business and established bricks and mortar.

“The digital offering embraces and connects all of this to ultimately give new and existing customers and members choice, convenience and access to all the products and services that the Society has to offer, and there aren’t many companies that can really say that.”

Alistair Rowland, group general manager for specialist retail at The Midcounties Co-operative, said: “We are delighted to announce Sukie’s arrival, which shows our ambition to become a real force online.

The Co-op brand is very powerful in the digital environment and Sukie’s proven expertise and experience will prove invaluable to the Group in delivering our online strategy. We are very fortunate to secure her services and look forward to working with her.”