Game has poached senior Marks & Spencer director Dave Hughes as its chief marketing officer.

Hughes, currently director of M&S Direct, will join the games retailer in April.

Hughes, who has also worked at Sainsbury’s, oversees all online and direct sales channels at M&S, and has spearheaded big projects including its first shopping site for mobile phones and mobile devices. M&S’ main website is ranked as one of the best in retail, pulling in four million customers.

The appointment comes as Game this month prepares to reveal its long term strategy for its digital business, which it sees as a key source of revenue in the evolving games market. It will reveal its strategy on February 16.

Game said Hughes has “extensive experience” in marketing, e-commerce, sales and business development in his former roles with KPMG, Sainsbury’s, Intercontinental Hotels and Galileo.

Hughes will report to Game group chief executive Ian Shepherd, and will take responsibility for expanding Game’s online and multi channel offerings and “enhancing the group’s CRM strategy”.

Shepherd said: “I am delighted to welcome Dave to Game. He brings passion, energy and a wealth of multichannel experience which will add tremendously to our business.  Game is evolving fast, and I have created the chief marketing officer role to ensure that we continue to meet the expanding needs of our customers in every sales channel.”

Hughes said: “This is a very exciting time for the video games market, as the way customers buy and play games continues to evolve.  As the European market leader, Game is at the centre of this evolution, and I’m really excited about playing a part in driving the group’s strategy forwards.”