John Lewis has strengthened its marketing clout with an appointment to lead its newly created customer planning team.

Andreas Nicolaides, head of customer planning and channels, John Lewis

Andreas Nicolaides is to oversee John Lewis’ new customer planning team

The department store retailer has appointed Andreas Nicolaides to the post of head of customer planning and channels. His objective will be to ”maximise impact” of the marketing budget across channels.

Nicolaides, who will join John Lewis in October, brings experience from retailers including Arcadia and online fashion group N Brown as well as MoneySuperMarket and agency Carat.

John Lewis said: “His remit will include modernising and optimising John Lewis’ marketing across stores and online in a way which deepens relationships with its customers.

“The role will also optimise the use of marketing assets to deliver commercial value for the business.”

At N Brown Nicolaides “had total responsibility for trading and commercial performance”, while from MoneySuperMarket he brings expertise in search marketing and content channels.

John Lewis Partnership customer director Charlotte Lock said: “Andreas brings a wealth of experience as a data-driven media and marketing specialist across a very wide portfolio of successful brands.

“John Lewis already has huge loyalty from our customers and we are delighted that Andreas will be driving forward our marketing planning to deepen this relationship even further.”

John Lewis Partnership, which suffered a loss last year when partners missed out on their famous bonus, is in the midst of a turnaround programme led by chair Dame Sharon White.