Home shopping retailer Boden has hired its first ecommerce director, former Hobbs head of direct Sue MacMillan, to increase online sales.

MacMillan, who was most recently multichannel director at Scottish outdoor specialist Tiso, joins Boden on August 13 and will report to global marketing director Mark Binnington.

Her role will focus on driving web performance globally and enhancing the customer experience through innovation and new technologies. Online now accounts for 90% of Boden’s sales and MacMillan’s appointment supports its strategy of driving more sales through the channel.

At Hobbs, MacMillan was in charge of web strategy and operations and helped achieve a 20% online sales jump last year. Prior to this, she was head of online marketing at Marks & Spencer, focusing on traffic acquisition and digital marketing.

Boden chief executive Julian Granville said: “I’m hugely excited that Sue is joining our senior management team. Online is a fundamental part of our business and will form the backbone of our future growth strategy. We believe Sue’s expertise and experience will be invaluable, enhancing Boden’s digital offering to our customers all over the world.”