Yodel has announced the appointment of Mark Horrobin to the newly-created role of director of its Peak Programme Direct initiative.

The independent parcel carrier said this will help it to oversee the planning and execution of both the Christmas and Black Friday periods, when demand is expected to spike. 

It has already made heavy investments in new logistics sites, as well as further enhancements to its fleet, technology, training and consumer research. 

Indeed, a study recently carried out by Yodel identified a 375% increase in the number of shoppers who plan to take advantage of Black Friday promotions this year. 

Chief operations officer and interim joint chief executive of Yodel Keith Basnett said Mr Horrobin joins the company at the right time to help with the next phase of peak planning. 

"His extensive experience and track record of delivering results in challenging circumstances will help to shape our peak plans and ensure that we are on track to provide the resilience required," Mr Basnett stated.