Wagamama has hired an ex-Krispy Kreme and Ferrero executive to be its new chief marketing and commercial officer, to support future growth.

Emma Colquhoun is set to join the asian-inspired food brand in April, in a move aimed at driving Wagamama’s brand image forwards in the UK and beyond.

Colquhoun’s role will include overseeing the brand proposition, marketing, commercial and growth strategy for Wagamama. She will also be in charge of the brand’s recently launched loyalty scheme, dubbed Soul Club, which is designed to increase guest frequency.

Colquhoun is to join Wagamama after seven years at Krispy Kreme, where she held the roles of chief marketing and digital officer and, most recently, chief customer officer.

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Previously, she was responsible for leading US brand Insomnia Cookies when it launched in the UK and also spent more than nine years at Ferrero, holding roles such as strategy and portfolio planning director and marketing director.

Wagamama CEO Thomas Heier said: “Emma’s appointment comes at an exciting time for Wagamama, as we continue to build on the strong momentum of our brand both in the UK and internationally.

“Her expertise in customer engagement and business transformation will be invaluable as we focus on our next chapter of growth.”

Colquhoun added: “I join Wagamama with a growth mindset and a can-do attitude. There’s much more to come later this year on how we will be disrupting the market in the iconic Wagamama way, ensuring we stay top of mind for more people, more often.”

Last year, Wagamama was identified by Ocado as one of top selling “fakeaway” brands in supermarkets, as consumers flocked to seek out more budget-friendly ways to enjoy treats at home.