Entertainment retailer HMV has promoted marketing director Graham Sim to the newly created position of group marketing director as the retailer restructures its teams in order to deliver “significant synergies” between its HMV and Waterstone’s chains.

The marketing departments of both chains will be consolidated into one, which Sim will lead.

Three new teams have been created, including a group customer relationship management department that is led by Matt Button. He will oversee both retailers’ reward schemes as well as e-comms, corporate sales and customer insight.

The new brand marketing department is headed by Lee Bannister who will be responsible for advertising and promotions across both retailers.

The brand creative team will be led by Mark Robertson who oversees the design function.

Although one role is in consultation, the retailer said it has created two new postitions so the merge will result in an increase in headcount across the marketing function.

Sim said: “HMV and Waterstone’s are two of the most appealing and iconic entertainment brands on the high street and within the online arena.  So I’m particularly excited to be overseeing an imaginative new structure for the marketing teams which, in optimising access to the resources and expertise available across the Group, will further support the ongoing development of both brands. 

“We are, however, fully conscious of the need to do this in a way that will preserve their individual identity and associated values, and by working together cleverly in this way, I believe it will enable Waterstone’s and HMV to engage with their respective customers with even greater passion and emotional cut-through than ever. 

“As far as both sets of customers are concerned, they will continue to feel they are being engaged by two separate, distinct brands.”