Lifestyle management platform Liva Healthcare has appointed Simon Pickup to the newly created role of UK managing director.

Pickup will support the continued growth of the digital health company in the UK market, which Liva entered in 2017 from its native Denmark. Pickup brings to the role 20 years of healthcare experience, spanning leadership, advertising, sales, commercial, operations, marketing, medical education and digital.

Liva Healthcare chief executive Kristoffer From commented: “Simon has a unique mix of skills, experience and contacts which are essential to Liva as we continue to grow the UK arm of our business.”