Ish Patel, group omnichannel director at Oasis-owner Aurora, has been hired to head lingerie giant Victoria Secret’s digital business in the US.

Patel, a highly regarded multichannel retailer, will take up the position of executive vice-president of Victoria Secret’s Direct, reporting to Victoria Secret’s Direct chief executive Bridget Ryan Berman.

The UK is among the most sophisticated multichannel markets globally. It is thought overseas retailers will increasingly look to the UK for experienced executives to lead their online offers.

Patel will aid Berman in devising strategy as well as taking responsibility for online operations, customer engagement and directing the operations of its technology and distribution.

The role will be based at their global headquarters in Columbus, Ohio and he will start in July of this year.