Following a top-level reshuffle which saw the appointment of former Xerox chief executive Jeff Jacobson as chief executive at EFI over the summer, US-based Loftus took up his new role in October ahead of an announcement released by the company last week.

Having previously held roles at Heidelberg, Presstek and HP, Loftus will bring his extensive sector experience to EFI in order to spearhead customer advocacy and service for customers in the display graphics, signage, packaging, textiles and building material sectors.

EFI chief operating officer Marc Olin said: “Geoff is the ideal leader to establish a stronger customer success mentality within our expansive worldwide service operations, and he is one of the very few in the print industry with the level of experience and expertise needed to take EFI to the next level as a valued and trusted technology provider.

“He will be essential in helping EFI’s customers extend their competitive advantage in the industry’s transformation from analogue to digital printing.”

Loftus holds a Bachelor of Science in mechanical engineering from the University of Vermont, and an MBA from New Hampshire College.

He is the latest in a string of fresh appointments at EFI, with Jacobson bringing in former Xerox colleague Grant Fitz as chief finance officer in September. Fitz’s appointment saw him replace long-serving chief finance officer Marc Olin, who has now become chief operating officer – a newly-created role at EFI.

In his new role, Loftus will assist with Jacobson’s initiative to transform services at EFI with an increased development for services such as AI for predictive analytics, remote diagnostics and cloud-based technology. The initiative was drawn up after private equity firm Siris Capital bought EFI in a $1.7bn (£1.3bn) deal in April this year.

EFI’s product range spans a wide range of industry applications, including large- and superwide-format, textiles, inks, corrugated, MIS and productivity, and printer front-end systems.