Discount frozen food operator Heron Foods has named former PayPoint retail director Mike Igoe as commercial director.

Igoe will oversee store formats, branding, merchandising and marketing at Heron’s 240 stores.

“Following the purchase of Cooltrader from Iceland last year, we have exciting plans for 2013 in bringing the new 54 stores in line with the rest of the Heron Foods fascia,” he said.

Igoe was at PayPoint for seven years. He has been working closely with Heron for the past six months through his consultancy Retail Input.

Heron purchasing director Andrew Heuck said: “Mike brings a wealth of experience in retail. We are delighted to have him on board.”