Marks & Spencer has made two significant appointments at its clothing and home division – including a former George at Asda director – as it aims to be more relevant to fashion shoppers.

M&S has hired former George at Asda vice-president Fiona Lambert to be managing director of its newly acquired Jaeger business.

It has also recruited Tesco global brand director for non-food Anna Braithwaite as director of clothing and home marketing. She succeeds Nathan Ansell, who is leaving M&S after more than nine years in various marketing roles.

M&S clothing and home managing director Richard Price said: “Our Never the Same Again programme is about being more relevant, more often to our customers.

“Showing up as a brand with energy, confidence and style is crucial to this and so I’m delighted Anna Braithwaite is joining to lead how we talk to our millions of customers however they choose to shop with us.

“Alongside this, as we turbocharge our online proposition with new brands, we’re committed to reinvigorating Jaeger whilst retaining its much-loved brand heritage – and we’ll do this through a dedicated team led by Fiona Lambert, who is experienced in transforming clothing brands. 

“As a wider team, we remain committed to offering our customers relevant products and services for how they’re living and working today and in the future, and we’re looking forward to Anna and Fiona playing a role in our accelerated transformation.”

Braithwaite was also previously in charge of marketing for Tesco’s F&F apparel brand and has worked for retailers including John Lewis.

Lambert brings experience from River Island as well as Asda. Until April last year, she was River Island’s managing director of new business development and ran the retailer’s Harpenne brand. She is also an mbassador of Retail Week’s Be Inspired Campaign.

M&S bought Jaeger out of the wreckage of Edinburgh Woollen Mill’s collapse as it bolsters its existing clothing proposition with complementary brands.