GPS and traffic app Waze has appointed Ruairidh Roberts as its new UK Country Manager.

In his new role, Roberts will lead the Google-owned business and operations for the UK.

His main focus will be working closely with the company’s advertisers across the fuel, retail, fast food and automotive industries to help them create meaningful local ad experiences through destination based marketing.

Roberts will also be responsible for developing the strategy and spearheading Waze’s partnerships division, showcasing how Waze data can be used to tackle infrastructure challenges.

Roberts brings experience from his role as Industry Head for Travel at Google, which he began in 2013.

In his previous role, he led the technology company’s relationships with leaders in the hospitality and tour operating sectors in the UK and across EMEA.

Prior to this, Roberts worked at The New York Times Company for over 10 years.

Speaking about his new role, Roberts said: “I’m excited to be joining Waze at such a crucial moment in the company’s history. We are seeing travel habits shift significantly due to the impact of COVID-19, so ensuring that the app is there to support users and brands as they navigate the new normal is my priority. Waze’s mission is to get people and technology to meet to solve transportation challenges and in today’s climate, this has never been more important. ”

Ruairidh will be based at Waze’s London office and will be the platform’s primary UK spokesperson.