Halfords has recruited Gerry Murphy to the new role of group brand marketing director as it plans to push for growth in the car servicing sector.
The retailer aims to complete its rebrand of its acquired Nationwide Autocentres network as Halfords Autocentres by March.
It is preparing a marketing campaign to promote the business then.
Halfords said Murphy has been brought in to exploit the "huge opportunity to take the Halfords brand into car servicing."
He was previously chief executive of The Number 118 118, and prior to that had held senior marketing posts at high street retailers Superdrug, Matalan and Toys R Us.