Lamb, who joins as head of data development, will be responsible for leading the growth of Royal Mail's data arm to improve service levels for new and existing business customers in the direct marketing sector.
He has more than 18 years' experience in the data marketing industry, and is: the founder and managing director of Lamb Direct Consulting; a former managing director at Conduit Business Information; and technical developer and board member at Wegener DM.
He is the current chairman of the Direct Marketing Association's Data Council.
Colin Bradshaw, head of data strategy at Royal Mail, said: "Tony brings a wealth of industry knowledge and will be key in driving forward the portfolio of data solutions that Royal Mail will be able to offer its customers to improve the performance of their direct mail campaigns."