'This new role has been created to focus specifically on developing and implementing an innovative range of products and services that will add value to our current fuel card products and will help our ever growing customer base to manage their company vehicles more efficiently,' said The Fuelcard Company’s marketing director Jakes de Kock.

In addition to announcing bold new plans to develop a new European fuel card offering, the firm said, through new ecommerce initiatives, is planning to deliver an exciting programme of partner products for cross-sell to its 40,000 business customers.

Top of Ms Alexander's list of priorities is the forthcoming launch of ‘EcoPoint’ – a green fuel card package through which customers will be able to offset a percentage of their carbon footprint via a tree-planting project with Yorkshire Dales Millennium Trust.

Mr de Kock continued: 'We have ambitious growth plans and this appointment is another step in that direction. Helen is joining a team that has a wealth of knowledge and experience in finding the best deal for customers across all sectors. It is this experience that allows us to offer the best independent fleet management advice and exceptional client service.'

Ms Alexander joins The Fuelcard Company from Agora Business Publications LLP where she was product manager, responsible for the successful launch of a suite of compliance advisory services for businesses.  She brings with her a wealth of knowledge in business-to-business marketing and new product development.