Multichannel retailer Argos has hired former Nokia executive Joanne Savage to the newly created role of head of own-brand.

She brings UK and international experience from businesses including Unilever and, most recently, Nokia where she was global director of brand identity.

Home Retail Group-owned Argos is being recast as a digital retailer by managing director John Walden and own-brand development is seen as crucial in differentiating the retailer from rivals, especially low-price online competitors.

Savage said: “Innovating on own brands for Argos will be critical to its success, and will unlock a natural path for customers to buy a broader range of exclusive products from us more regularly.”

Welcoming Savage’s arrival, Walden said: “Her appointment in this new senior role reflects the importance of our owned brands within the five-year transformation plan. I am sure she will bring significant fresh thinking to this area.”

Home Retail discloses full-year results next Wednesday.