The new head of marketing will take over when Christian Robinson steps down from his current role as MD and head of marketing at the online retailer.
Danks has previously worked for Yahoo where he led partner marketing at online shopping comparison site Kelkoo. He was involved in launching Yahoo Answers into Europe and went on to set up multi-international channels at Moo.com in his role as head of acquisition marketing.
The new recruit will oversee and grow the marketing team at Firebox which manages SEM, SEO, multi-channel advertising, affiliate relations, social media, media planning, sponsorship, partnerships and experiential events.
Danks commented: “I am a self-confessed technology freak and have been a huge fan of Firebox for many years.
"I am looking forward to starting just as the Christmas rush begins and can’t wait to begin working with the various in-house teams to help drive the business forward.”
In July, Christian Robinson announced his intention to step down after over ten years building the online retailer. He remains on the board in an advisory role of non-executive director whilst his role as managing director will be taken over by Paul Zimmerman.
Robinson said: “Pete’s involvement in the international expansion of Moo.com along with his wealth of experience in e-commerce is the ideal background for a new marketing lead here at Firebox.
"We are all thrilled to working with such an enthusiastic and experienced guy who is as passionate about our brand as we are.”