Joules has hired its first-ever chief customer officer from Holland & Barrett, as it restructures its marketing and ecommerce teams.

Lysa Hardy

Lysa Hardy

Lysa Hardy joins Joules from Holland & Barrett

Lysa Hardy joins Joules next Monday and will be responsible for its marketing and ecommerce strategies. She will report to chief executive Colin Porter.

She was chief operating officer, responsible for ecommerce, marketing and PR, at Holland & Barrett for four years and previously worked in senior marketing roles at Orange, T-Mobile and RAC.

Joules is restructuring its marketing and ecommerce teams to support its future growth – the fashion and lifestyle retailer floated earlier this year.

Marketing director Ronny Helvey is “scaling back” and will now be director of creative services, continuing to manage Joules’ internal design agency. Ralph Percival will continue as ecommerce director.

Porter said: “As a brand, we have a fantastic relationship with our customers and Lysa’s expertise and experience will help us to further develop our thinking on increasing customer value across all channels.”

Holland & Barrett chief executive Peter Aldis said: “We are in the process or reorganising our main board to give us a clearer focus on our ambition to be a £1bn business by 2020 and, as part of that, to complete the roll-out of our omnichannel proposition in the UK and in our overseas markets.

“During this process Lysa was offered a new role by another company that better matched her longer-term career aspirations. All of us wish her success in her new role.”