Good Energy has announced three new executive appointments across technology, customer services and marketing.

Sarah Morgan has joined the renewable energy company as customer services director from Ovo Energy, where she was head of customer operations.

Before working at Ovo, Morgan was part of the team that transformed digital customer experience at ASOS.

In addition, Paul Tavener has joined Good Energy as interim marketing director from the retail sector, where most recently he was group brand director at WHSmith.

Tavener led the team who launched Funky Pigeon to the UK market and was head of marketing at Sainsburys where he delivered the “Try Something New Today” campaign.

And David Ivell has joined the company as chief technology officer from the Prince’s Trust, where he as chief information office.

Before working at the Prince’s Trust, he held similar posts at Kew Royal Botanical Gardens, the British Film Institute and Credit Suisse.

“I’m delighted to welcome our new Executives as we begin the exciting work of transforming our business,” said Good Energy founder and chief executive, Juliet Davenport.

“Good Energy’s new strategy sees us move away from a purely price-led, domestic energy supply market to a business which, at its core, still supplies 100% renewable power to homes and businesses but also helps consumers to embrace technology and better manage their energy use at the touch of a button.”

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