Fashion retailer Jack Wills has appointed its chief operating officer Wendy Becker as its chief executive.

Becker will replace Peter Williams, Jack Wills founder , who will remain “close to the business” as a non-executive director. Becker takes up the position on October 15.

Becker joined Jack Wills in September 2012 and in that time has overseen “significant investment in infrastructure, introduced a new organisational structure and strengthened the company’s operating board”, according to Jack Wills.

Becker was previously group chief marketing officer at Vodafone and managing director of telecoms firm TalkTalk.

Becker said: “Jack Wills is a great company with a brand that has huge appeal around the world. We have a very clear strategy for growth. I am delighted to be appointed CEO and to lead a first-class operating board. Everyone at Jack Wills owes a huge amount to Pete. His counsel as a non-executive director and major shareholder will be invaluable to me and the rest of the team.”

Williams said: “I’ve been waiting for the right moment to hand on the baton to the team that can take us to the next level. I am absolutely delighted that Wendy has agreed to lead the business. We have a clear, three-year strategy which identifies further growth for our very strong brand.”

Jack Wills has stores in the UK, the US and Hong Kong, franchise partners in the Middle East and Jersey and also sells through Asos and Boots.