Arts and craft specialist retailer HobbyCraft has appointed former B&Q marketing boss Katherine Paterson to drive its multichannel strategy.

Paterson joins HobbyCraft this month as customer development director.

She left B&Q in September after two years at the DIY retailer where she led and delivered the “I did that” brand relaunch campaign and developed a Youtube channel featuring videos to help customers improve their homes. She has previously also worked in marketing roles at Mars and Asda.

Paterson’s new role, in which she was placed by search firm Clarity, follows the appointment of HobbyCraft’s new trading director James Heese last month who comes from Argos where he was latterly trading director for toys, jewellery and leisure. He has also previously held the role of general manager of Home Retail Group Asia, based in Hong Kong.

At HobbyCraft, Heese will be responsible for sourcing, buying and product development.

HobbyCraft chief executive Catriona Marshall said: “As HobbyCraft enters the final stage of its business transformation programme, James’ and Katherine’s priority will be to develop and implement a customer centric multi-channel strategy and introduce new product development and sourcing strategy.

“This will allow us to develop a stronger brand identity for HobbyCraft that encourages all ages and abilities to get crafty and take pleasure in making things themselves.”

HobbyCraft plans to relaunch its website in January.

In its last update for the year to February 19, 2012, Hobbycaft sales surged 12% to £106.5m and EBITDA jumped 9% to £15.6m.