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Hings joins Royal Mail on June 10 as head of brand and advertising. Reporting to brand and communications director Paul Troy, he will be responsible for brand communications such as advertising and promotions, in order to encourage take-up of products such as first-class stamps and Special Delivery.

As marketing controller at Carlsberg-Tetley, Hings oversaw the revamp of the flagship Carlsberg brand.

Hings' appointment underlines Consignia's determination to redefine itself as a marketing-led and customer- focused organisation as the postal industry is opened up to competition. It is feared that up to 40,000 jobs will be lost across the group as new chairman Allan Leighton implements savings worth £1.2bn.

Royal Mail's most recent brand advertising campaign featured Elton John, which appeared with the new strapline, 'The Real Network'. A new ad will break next month, created by Bates UK, to promote Special Delivery.

The brand's £30m media account is handled by Carat, while promotions and direct marketing are handled by a roster of agencies including Claydon Heeley Jones Mason.

Commenting on Hings' appointment Troy said: "Tom has great advertising experience, and he will form part of our intention to build a first-class marketing team at Royal Mail. He sees it as an exciting time to be joining us, to be part of Royal Mail's turnaround team."