Rob Edwards has been appointed as the new chief operating officer of London Theatre Direct (LTD).

Edwards joins the UK ticket retailer and distributor from Artos Systems, where he held the same position. Prior to that he was a project director at the Ambassador Theatre Group.

In his new role with LTD, which officially begins on September 30, he will be responsible for technology and systems development, infrastructure and strategy.

LTD chief executive Francis Hellyer said: “As an experienced Senior Executive in the Arts, Sports and Live Entertainment Industry, Rob has expertise in ticketing and e-commerce and over 15 years of experience in building and coaching sales and operation teams across the UK & Europe.

“Rob’s appointment is another exciting development for London Theatre Direct as we continue to invest in the business and celebrate our 20th anniversary in the industry. We wish him well in the new role and look forward to working with him.”

LTD recently announced the launch of Tickets.co.uk to allow it to expand its inventory to encompass different ticketing sectors within the UK entertainment industry, including theatre, music, experiences, tours and attractions, with plans developed for international roll-out in the near future.

Tickets.co.uk is built around the firm’s API distribution platform, and is supported through investment from and partnership with Trafalgar Entertainment, a live entertainment business and home to Trafalgar Studios, Trafalgar Theatre Productions, Trafalgar Releasing (formerly Picturehouse Entertainment) and Stagecoach Performing Arts.

Edwards said: “I enjoyed working for Rosemary Squire and Howard Panter in the past and greatly admire how they are building Trafalgar Entertainment. With London Theatre Direct now working in partnership with them and having long been impressed with the innovative approach to ticketing by Francis and Emmanuel (current COO) I’m delighted and excited to be joining the London Theatre Direct team.”