Card Factory has hired Twitter head of content marketing EMEA Paul McCrudden as non-executive director as it looks to bolster its online credentials.

McCrudden starts the role with immediate effect.

Before joining Twitter, McCrudden was head of social media at advertising agency AMV BBDO. He has also worked as account director at creative brand agency Imagination and as a consultant in new technologies at Accenture.

He is also chairman of the board of trustees of film and theatre production company Hoipolloi.

Card Factory chairman Geoff Cooper said of McCrudden: “He brings a wealth of digital and marketing experience that will be particularly helpful as we continue to develop our online activities – and – alongside our physical store portfolio.”