Alex Batchelor is moving from Orange, the mobile phone operator, to become marketing director at Royal Mail.

The appointment comes at a key time for Royal Mail as it prepares for full competition in the UK postal market from January 1.

Adam Crozier, Royal Mail chief executive, said: "At Orange, Alex has shown how much a brand can deliver in a hugely competitive and innovative industry."

Mr Batchelor, who has held senior roles at Saatchi & Saatchi Advertising and Unilever as well as being joint managing director at Interbrand, will join Royal Mail in the summer. Jonathan Moules ruth.sullivan@ft.com