Chambers, who will report directly to chief executive John King, will instigate plans to emulate upmarket US department store Nordstrom, which is famous for its unparalleled customer service.
Chambers told Retail Week that he would learn from key international retailers and apply their best practices in building the HoF brand. 'There is a lot of work we need to do on customer understanding and customer focus,' he said. 'It is about being best in class and raising our game.'
Chambers will head marketing and visual merchandising for HoF, as well as being responsible for media and customer communications and market analysis.
He spent 20 years at Marks & Spencer in commercial and marketing roles. During his time as M&S head of advertising, the retailer ran the controversial I'm Normal campaign, which featured a size 16 model running naked up a hill. He left the retailer in 2001.
Chambers said it 'remains to be seen' how the customer-focused strategy will be communicated, but that he had not been hired to 'make TV campaigns'.
In 2003, he became marketing director of property firm The Mall and was a key player in creating the community shopping centre firm's brand.