Fashion retailer Missguided has appointed its first chief customer officer, with a hire from outside the industry. 

Arslan Sharif took the newly created role at the retailer at the end of last month, Retail Week understands.

Sharif was previously digital director at British Gas, where he led a two-year digital transformation plan.

He has also worked for E.ON and in the financial services sector at Morgan Stanley, Alliance & Leicester, RBS and Halifax.

Missguided’s ecommerce and digital teams will now report directly to Sharif rather than chief technology officer John Allen, Retail Week understands.

Missguided last week reported rocketing full-year sales, although profits plunged 53% owing to major investment, such as its first-ever standalone store in Westfield Stratford

The role of chief customer officer, which came to prominence in 2015, has been a subject of debate this year with two high-profile chief customer officers, Tesco’s Robin Terrell and House of Fraser’s Andy Harding leaving their posts.