The company, which has more than 22 million members in its online community, has appointed Katie Byrne for the role of head of comms for UK, Eire and Australia.
Having launched an office in Australia this week, Byrne revealed that the company is in talks with UK PR agencies.
Byrne, who headed the PR and social media team at Ann Summers, said: ‘We want to bring in fresh minds and are in talks at the moment. It’s about getting really integrated comms on a consumer-facing and experiential level, both off- and online. We’re open to ideas.’
PhotoBox is a UK company founded in 2000 and in 2011 bought Moonpig for £120m.
This year, it worked with the Prince’s Trust on Face Britain, in which thousands of self-portraits were projected on to Buckingham Palace to form an image of the Queen.
Byrne revealed the step up in comms comes as the company seeks to stay in touch with a market increasingly dominated by mobile phone photography.
She added: 'I made the move because I wanted to go into a more digital sphere, and this is about making sure we stay on top as market leader. That includes international growth and making our brand as innovative as possible. As part of this, we are looking at our internal comms set up and focusing on making all of our staff advocates for the brand.’
Before her time as Ann Summers, Byrne worked at the NSPCC, Cirkle Communications and Weber Shandwick.