- House of Fraser has made several changes across the senior tier of its digital team
- Digital director Mark Madden will leave the business
- Sarah Baillie and Madeleine Melson promoted to digital product director and customer insight director
House of Fraser has further shuffled its management team, promoting several members of its brand and e-commerce team to new roles.
The changes come just weeks after the exits of director of global multichannel trading Martin Francis and clothing and accessories boss Jackie Hay.
Former head of digital product management Sarah Baillie will take on the director of digital product role while Madeleine Melson, current head of customer insight, will be director of customer insight.
Head of project office Elaine Smith will be head of digital product while senior brand planning manager Zara Eck is to become head of brand planning.
The department store group, owned by Chinese conglomerate Sanpower, unveiled a more “customer-centric” approach last July to “future-proof” the business in the face of fast-changing customer habits.
It created a customer insight team, bringing together brand, CRM, product and multichannel functions for the first time.