Specialist retailer Angling Direct has appointed branding specialist Dilys Maltby to its board with immediate effect.

Angling Direct said that Maltby, who will be a non-executive director, “has a strong track record in advising international consumer brands on their purpose, brand strategy and proposition, ensuring that businesses articulate the essence of the entity that they lead”.

The retailer said she would work to help the business “to review, identify and deliver on its purpose”.

Maltby is a senior partner at the management consultancy she founded, Circus, and was formerly general manager for brand and marketing at The Body Shop International, where she led teams in 47 countries and was responsible for the brand, the proposition and all marketing activity.

Angling Direct said: ”The company believes that angling can improve social wellbeing and that there is an opportunity to do more to preserve and protect the environment.

”Working with Dilys, Angling Direct will campaign for the protection of fish stocks around the country, while also assessing the sustainability of angling by driving out plastics and waste, both by leading by example and working with its suppliers to reduce packaging and plastics.”

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