Mamas & Papas has recruited former publishing executive Neil Sumner to head up its ecommerce and marketing teams.

Mamas and Papas 12

Mamas and Papas 12

Sumner will oversee the retailer’s digital strategy

Sumner begins his role on Wednesday and will take on global responsibility for ecommerce and marketing.

The nursery specialist said that Sumner would spearhead its vision of creating a digital-first approach with a focus on personalisation and experience.

Sumner has spent most of his career in publishing across houses such as Phaidon and prestigious titles like Wallpaper, but more recently moved into retail.

He headed up marketing and ecommerce at Kurt Geiger, rolling out its products to marketplaces such as Amazon, eBay and TMall, and was group digital director for Value Retail, owner and operater of luxury retail malls through Europe and China.

As publisher of Wallpaper, he led the launch of the magazine’s website and digitised its City Guide via apps.

As Phaidon’s digital director he assembled and led an international team to work across ecommerce, marketing and editorial and launched the publisher’s ecommerce store.

He has spent the past three years as a consultant to retail and private equity, most recently for Coty, following its acquisition of Procter & Gamble’s beauty brands.