Jones will oversee sales and marketing across both Balkan’s trade and direct-sell channels after the brand reiterated its commitment to the trade.

She will be supported by Emiliyan Stoyanov, who has been appointed to a new sales and marketing associate position, moving over from reservations.

In addition, regional sales manager Natasha Smith will take up a new role focusing on homeworkers.

Balkan is also recruiting for two new regional sales managers, and expects to announce their appointments in December.

"I am excited about growing both channels and to be working with our new team in both the UK and Bulgaria," said Jones, who added the brand was continuing to explore new ways to provide agent training.

Andy Jones, Balkan’s head of product and commercial, added: "It is crucial we grow our business both through the trade and direct channels and we are very pleased that Lynsey has accepted this new role.

"With her drive, enthusiasm and love of travel, we are confident that she will be very successful in driving our sales forward now and in the future."