In the newly created role Moore will sit on the Scotland-based plc's senior executive team. Joining on 16 October he will aim to boost First's profile among the millions of passengers it transports every year.
The group is also planning to step up its corporate and public affairs work, and is keen to draw on Moore's experiences as head of PR at the Office of Passenger Rail Franchising - the government department responsible for franchising Britain's passenger railways.
‘Public transport is a key issue on the public and political agendas,' said Moore. ‘FirstGroup will play a lead role in helping to shape transport policies.'
Reporting to CEO Moir Lockhead, Moore will work with group corporate comms director Rachael Borthwick and the comms teams of the group's individual franchises. In respect of agency use, he said: ‘I'll be going in with an open mind.'
First operates four UK rail franchises: First Great Western, First Capital Connect (formerly Thameslink), First TransPennine Express and First ScotRail. It is on the shortlist to run the New Cross Country franchise, competing against incumbent operator Virgin Trains.
It is also Britain's largest bus operator and runs Croydon's Tramlink.
Moore left Virgin Atlantic in January after more than eight years to go travelling (PRWeek, 6 Jan).
