Profile: Michelle McEttrick, the marketing mastermind powering Primark’s digital future

Michelle McEttrick

As Primark bounces back post-pandemic, the value giant is making some big changes and the appointment of Michelle McEttrick as its first chief customer officer signals there are more to come. 

McEttrick, who arrives at Primark next month and will report to chief executive Paul Marchant, was most recently at Tesco.

She spearheaded some of the grocer’s most important initiatives as group brand director until leaving last year.


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