Former Sainsbury’s head of broadcast marketing Sarah Kilmartin has joined peer-to-peer car sharing firm Hiyacar as its chief marketing officer.

Sarah Kilmartin, CMO at Hiyacar

The online platform allows car owners to rent their cars to vetted drivers, saving time, money and hassle, using its QuickStart keyless technology to remove the hassle of a key handover. It currently has more than 2,000 cars on its books.

Kilmartin will be tasked with driving sign-ups to the platform and growing the peer-to-peer lending movement in London, working closely with joint co-founders Graeme Risby and Rob Larmour.

She commented: “I’m really passionate about community and believe the sharing economy has a huge role to play in building smarter communities, where people don’t need to own things they don’t use daily – they can hire from neighbours. It just makes sense.”