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Jones, who was previously commercial director at Qbase Data Services and before that a group leader at Acxiom, will develop Royal Mail’s data and DM products and services as the postal carrier seeks to exploit existing assets. Jones will work alongside Tony Lamb, the postal carrier’s head of data development.

Royal Mail, which owns DM banker databases such as the National Change of Address file, is expanding its data portfolio. In March it launched Data Sure, a business-to-business cleaning tool for removing gone-aways and finding prospect matches.

Mark Thomson, media director at Royal Mail, said: "We are delighted Keith is joining us to lead our growing data business. He is an experienced and well-known player in the industry and by appointing him, Royal Mail is signalling its intent in both the data space and in broadening its offer to marketers."

Jones said he would focusing on "existing services, understanding the changing needs of clients and assisting their growth. I want to develop closer and mutually beneficial relationships with our partners and other businesses in the data industry to build a data infrastructure which will go on to deliver the benefits of direct marketing across all industry sectors".

Thomson added: "Royal Mail’s data team is integral to our mission to allow our customers to know, target and reach their audiences in the right way and at the right time".

While at Acxiom, Jones championed the company's involvement in the development of the BSI environmental standard for direct marketing, PAS 20:20, launched earlier this year in partnership with the Direct Marketing Association, Royal Mail, ISBA and TPS.