Online fashion house Missguided has appointed Jonathan Wall as its chief digital officer.

The experienced online retail executive and former RBTE steering committee member left his role as Shop Direct group eCommerce director in the summer, following seven successful years at the Liverpool-based business.

Wall becomes Missguided’s second senior recruit from Shop Direct in a matter of months, following the arrival of Gareth Jones. Former Shop Direct deputy CEO Jones took on the role of online CEO at Missguided in September.

Alyson Fadil, group people director at Missguided, said on LinkedIn: “Super talent just keeps on coming!

“So proud and pleased as punch that the amazing Jonathan Wall joins our team as chief digital officer.”

At Shop Direct, Wall helped lead the organisation’s shift from mail order business to digital-first retailer. He oversaw the eCommerce division during a period where it became the dominant revenue stream for the group.

Other digital highlights during Wall’s spell at Shop Direct included signing a long-term technology supplier deal with IBM, which included the development of an artificial intelligence chatbot on the group’s Very.co.uk mobile app.

He was also instrumental in the launch of the company’s London-based digital hub, the group’s first physical presence outsde its northern heartlands and a space that hosts staff working across data science, IT, eCommerce, product and brand.

Wall’s former employer continues to post strong trading results, but group CEO Alex Baldock recently announced he will be leaving the business next summer and a replacement is yet to be named.

Meanwhile, Manchester-based Missguided has major plans for growth itself, and has recently shifted from an online pure-pay model to one that includes a presence in department stores in the UK and US, as well physical stores of its own.

Through its burgeoning online operations, and stores in Westfield Stratford City and Bluewater, Missguided has ambitions to grow into a £1 billion turnover business over the next five years.