John Lewis names former M&S director as new chief customer officer

John Lewis has appointed Anna Braithwaite to the role, and said she “brings a deep expertise in customer and brand strategy”.

Braithwaite will report to John Lewis boss Peter Ruis, who is turning the business around. She will be in charge of the John Lewis brand and marketing, as well as loyalty and customer experience and creative and content teams.

She was marketing director for fashion, home and beauty at Marks & Spencer until last month. Her previous roles include being head of brand marketing for Tesco’s F&F clothing business and the giant grocer’s global brand director for non-food. Her first job was at John Lewis, where she spent 10 years after joining as a graduate trainee. 

Ruis said: “I’m thrilled that Anna is returning. Her understanding of the John Lewis brand and her laser focus on the needs of customers make her the ideal person to lead our customer and marketing strategy.”

Braithwaite, who will take up her new job at the start of October, said: “I can’t wait to get started again at John Lewis – a brand that I know very well and which is synonymous with exceptional customer service, quality and value. I’m incredibly excited to be joining at such a pivotal time.”