Roebuck currently works as Feelunique’s chief marketing officer, while advising Ted Baker primarily on digital and ecommerce strategy in her non-executive role.

She will join the troubled fashion brand full-time in April in the newly created position of chief customer officer, tasked with developing a customer and digital strategy across the business and exploring new digital partnership opportunities to drive growth.

There is one obvious advantage to appointing a non-executive to an executive role – they know the business inside out and will already have developed in their own mind a clear, considered strategy for how they feel it can best succeed.