Hurst, who started in the role last month, has replaced Will Edwards who was recently promoted to the new position as European sales director at Domino Printing Sciences.

Hurst joined Domino in 1991 and has held a variety of roles within the business including overseeing start-up business units as a result of organic business growth and acquisitions.

As product director for Domino, Hurst was instrumental in three new business acquisitions and the firm’s subsequent entrance into the high-resolution inkjet printing and print and apply sectors.

He also contributed significantly to the company’s move into coding automation, ahead of one of his more recent roles, as director of sales channel development.

Since 2013, Hurst has worked in the UK sales and service channel, as director of UK sales, responsible for direct sales management and leadership of the sales team.

Hurst said: “I’m delighted to be taking on full channel responsibility as UK general manager and I am thoroughly looking forward to the challenges that this will inevitably bring.

“A key aspiration is to increase our footprint in our established industry sectors and to work to increase our presence in new industry sectors.”

Edwards added: “Mike’s dedication and commitment to his work are key factors to his continued success. I believe that Mike will draw upon the extensive wealth of experience he has gained since joining Domino and put this to great use in this new role.

“This will place him in great stead to ensure we provide the very best sales and service to our customers, as well as support for our UK sales team.”