Kirby (pictured) will lead Channel 4 Marketing and will oversee the marketing, brand and partnerships, media and continuity, and audience integration and marketing operations teams. She will be based at Channel 4’s new Leeds headquarters.

Before joining Channel 4, Kirby was director of brand and customer experience at Eurostar and prior to that was vice-president of marketing and customer experience at Virgin Holidays.

Kirby began her career at in consumer goods at Procter & Gamble and eventually becoming marketing director before moving to Boots as global brand director.

Al-Qassab said: “I am delighted to welcome Amber to Channel 4. Her experience in creating a customer focused approach to marketing, and in building brands, is a great fit with our Future4 strategic direction.”