Zoe Harris is to depart from her role as group chief marketing officer at Trinity Mirror – which recently rebranded to Reach – to fill the same position for GoCompare.

She is set to replace Richard Harris, who has departed the business after less than two years following his arrival from Paddy Power in 2016.

Zoe Harris, who has been with the publishing group since 2013, will now be responsible for the development and delivery of GoCompare's overall marketing strategy, as well as the comparison site's discount sister business MyVoucherCodes.

The marketer will start her new position later this year and will become a member of the exec leadership team, reporting into chief executive Matthew Crummack.

Her appointment comes after the firm charged recruiters to draw up an all-female shortlist for the post to address its internal gender imbalance.

As well as overseeing a portfolio of nationals, regionals and digital products for Trinity Mirror (now Reach), Harris was also tasked with looking after its branded content offering. Prior to 2013 she headed up marketing functions for brands like Channel 5 and MTV, and worked agency side at WCRS.

Commenting on her appointment, Harris said: “GoCompare is a company with a clear purpose, a driven team and exciting plans for the future, so suffice it to say I’m really looking forward to playing my part in helping the group realise its ambitions."

As a brand, GoCompare has relied on the power of its all-singing mascot, the memorable tenor Gio Compario, to help it raise awareness for the past decade. However, it recently introduced a rival in new, animated, character Monster Bill.