Online automotive marketplace HeyCar has appointed Nick Smith as head of digital marketing for its U.K. business.

Smith (LinkedIn profile) joins from British Bank NatWest where he was in a similar role. Prior to that he was head of digital marketing at Virgin Media where he led the strategy and implementation of digital marketing for TV, Broadband and Mobile products.

Smith will lead the HeyCar’s digital marketing strategy as it competes with rival online companies like Cazoo and Cinch to build a market-leading online car-buying experience.

Smith joins a team in a business that has just been placed in three separate ‘great place to work’ lists. The Great Place to Work Institute was started by business journalists in the U.S. in 1981 and has been operating in the U.K. since 2000.

HeyCar was ranked 32 in the medium-sized category in the ‘Best Workplace in Tech’ list, number 26 in the Best Workplaces for Women rankings and 32nd in the UK’s Best Workplaces in 2021

HeyCar is based in Berlin, Germany and backed by Volkswagen and Daimler. It launched in the U.K. in 2019. According to the company, during the pandemic it grew its U.K. workforce by 40% as online car-buying grew in popularity.

“Launching into the UK in August 2019, we were still driving to grow and expand our team as the country headed into lockdown, so it was important to us to make sure that everyone felt like one of the team even though we were working remotely,” said Mat Moakes, HeyCar CEO.

“Now that we’re all able to be back together in person more, it’s clear to see that the connections the team have fostered while working remotely are strong bonds that are going to help HeyCar to continue its solid growth in the market.

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