Westcott was most recently vice president of marketing and communications for north west Europe at telecoms firm Ericsson.

"Service Graphics has 70 sales staff spread across seven locations and so needs a structured approach with professional sales management," said St Ives Group marketing director Rob Kelly.

"We are pleased to have attracted such a high-calibre individual who I have no doubt will bring a fresh approach that will lead Service Graphics in new directions."

He added that the group had been successful in recruiting staff from outside the print industry to bring new skills, including the employment of former client-side staff into its customer service division.

Westcott said "'St Ives and Service Graphics combine to make a unique business with enormous potential. The management impressed me with a strong vision for the future."