Vue Entertainment, the UK multiplex operator, has appointed Daniel Heale to the new role of head of marketing. The move aims to strengthen the chain’s marketing team and expand its portfolio of products and services.

He will be responsible for developing communications strategies for new initiatives such as Over 18s, Mystery Movies and Superior Seating, as well as the roll-out of Real 3D systems across its cinemas. 

Heale will oversee an eight-strong team, including digital, customer relationship management and merchandising. He will report to Mark de Quervain, sales and marketing director.

Heale joins Vue from UK hotel chain Travelodge, where he was director of marketing and sales, and he is also a former head of media and marketing for The National Lottery. He has also held roles at broadcaster ITV, newspaper group Trinity Mirror and media agency, PHD Media.

Commenting on the appointment, de Quervain said Heale’s role is “vital” to the marketing function and will provide “invaluable” support for developing new customer initiatives.