Missguided has hired former Shop Direct group ecommerce director Jonathan Wall as its chief digital officer.

Wall, who will report to the fashion retailer’s newly-appointed online chief executive Gareth Jones, is the etailer’s second senior hire of Shop Direct alumni in as many months.

He will be tasked with overseeing Missguided’s digital marketing and development, as well as its mobile site and app.

As revealed by Retail Week, Wall exited Shop Direct after seven years in August.

During his tenure at the pure play etailer, Wall oversaw the creation of its mobile apps and wider push into mobile, as well as the development of its chatbot.

Prior to joining the business he was chief executive for Flowersdirect.co.uk for nearly two years.

Speaking to Drapers, Wall said: “I am incredibly excited to be joining such a fast growing and exciting business. My previous experience will allow me to assist Missguided in accelerating their journey to becoming a global fashion player.”

Jones added: “I am delighted to be working with Jonathan again. The stage the business is at now is perfect for someone of his experience and skills to join. Missguided has sets the ambition to become a global digital player and he is the perfect fit to help us achieve that.”