Boris Huard is taking on the position of group chief executive at automotive digital comms expert CitNOW Group with Geoffrey Page-Morris moving into the role of deputy chairman.

Huard joins the business on March 4, bringing with him over two decades of experience in the international technology sector.

His first ten years were dedicated to consulting and integration businesses, followed by a decade in software, data and analytics.

Former Sytner operations director Page-Morris (pictured above) has been at CitNOW since 2016, initially as a part-time adviser before becoming non-executive chairman, and then as the business grew into a group, acquiring various other tech businesses, he became group chief executive.

In his most recent role at digital identity specialists GBG Plc, Huard (pictured below) led the global strategy, overseeing product teams, and driving innovation. Under his leadership, the company experienced significant growth and heightened customer satisfaction, marked by the successful global launch of pioneering products.

Gavin Lyons, chair of the board, CitNOW Group, commented: “I have absolute confidence that Boris’s proficiency, insight, and extensive experience will be pivotal in propelling CitNOW Group through its next phase of growth, strategically positioning the company for further expansion.

“CitNOW Group has thrived under Geoffrey's leadership during a period of evolution for the motor retail sector, marked by a shift towards electrification, the emergence of the agency sales model, and a growing reliance on digital customer interactions.

"Boris is poised to further enhance the group’s strategic vision, which will ensure we navigate these industry shifts and also help the sector redefine the consumer experience.”