Couper, who took up her role this week, has more than 25 years' experience as a strategic comms expert and has worked both client- and agency-side.
Couper joins Feefo from Expedia where she was senior director of global comms. Before that she was director of comms for Hotels.com.
She has also worked at Airmiles, Orient Express Group and Rentokil Initial.
She said: "Feefo is a true entrepreneurial, fast-paced, innovative company with a great story to tell. I very much look forward to being part of that expansion."
Andrew Mabbutt, chief executive of Feefo, added: "Alison brings with her great global knowledge and deep understanding of the online retail and review world. Our plans are for further accelerated growth this year."