Waseem Haq has joined from global consumer goods company PZ Cussons, where he was digital strategy director.

He will work across the digital and marketing teams at Travel Counsellors’ Manchester headquarters.

The move comes after the business earlier this month attributed a 22% rise in turnover year-on-year – £166 million up from £136 million the previous year – to its investment in technology.

Travel Counsellors has seen a 13% increase globally in sales made through its in-house quote and booking system, Phenix, which uses customer data in line with future industry trends.

The group has also recruited a data insight team, and recently launched the “my TC” app, which provides customers with 24/7 access to travel documents, itineraries and their personal Travel Counsellor.

Haq will take responsibility for evolving global content and web strategy; enhancing the use of data, insight and digital channels; and helping drive innovation and idea generation across the business.

He will also focus on enhancing the customer relationship management tools for consultants to improve delivery of a “targeted and personalized marketing experience”.

Managing director Steve Byrne said: “This is a new and exciting role for someone who lives and breathes digital.”