Primark has appointed former Tesco executive Michelle McEttrick to the newly created position of chief customer officer
McEttrick will take overall responsibility for the Primark brand including all marketing and customer communications, as well as customer insight and the fashion retailer’s sustainability strategy.
Prior to Tesco, McEttrick held senior roles at businesses including Barclays and global advertising agency Bartle Bogle Hegarty.
Marchant said: “At a time of extraordinary change in our industry, the strength of the Primark brand has never been more important. We see huge opportunities for growth, and the way we position our brand and engage customers – to increase loyalty and win new fans to Primark – will be critical to our success.
“Michelle brings a broad set of skills and experience that I believe will be invaluable as we grow the Primark brand for the future. I’m delighted to welcome her to the team.”
The creation of a chief customer officer role follows Primark’s launch of a new strategic advisory board, which parent company ABF chief executive George Weston told Retail Week would allow the fashion retailer to identify new markets and channels for growth.
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