Public transportation company National Express Group has appointed its first chief digital officer.

Rob Muir's appointment is part of the company's strategy to invest in technology to drive customer-focused innovation, improved safety performance and greater cost efficiency.

National Express, which is listed on the London Stock Exchange, said Muir's main focus will be on "creating initiatives that encourage digital innovation".

He will work across the UK, North America and EMEA.

Muir has over 20 years of experience in digital and traditional marketing, most recently in the role of senior director at global digital agency McCann.

"I had previous experience with National Express as a client and had always been impressed with the business so when I was heard about this opportunity, I was immediately excited," he said.

"The transport sector is constantly innovating but necessarily doesn’t shout about it and I see National Express as a leader in this area.

"There are real opportunities to build on the existing brilliant work being done and further embrace digital technology. I look forward to leading a talented team to achieve their maximum potential to the benefit of the business."

James Stamp, commercial director, added: "Rob has a proven track record of delivering commercial results across both digital and traditional channels and I welcome him into the role of Chief Digital Officer.

"I know he will use his significant experience to help drive the business forward in a key area of focus."