Charlotte Lock Pic

Source: Waitrose

Charlotte Lock was responsible for relaunching the Co-op’s membership proposition

The John Lewis Partnership has appointed the Co-op’s data and loyalty director, Charlotte Lock, as its first pan-partnership customer director.

The announcement comes just days after Waitrose said it was going to revamp its loyalty programme in the coming weeks.

The newly created role will see Lock – currently the Co-op’s director of data, digital products & loyalty – work alongside existing brand customer directors, Waitrose’s Martin George and John Lewis’ Claire Pointon, and report to JLP commercial executive director Nina Bhatia.

She has overseen the convenience chain’s membership, data and loyalty departments in various capacities for over two years, and was responsible for relaunching its membership proposition and digital services. Lock also introduced new data, CRM and personalisation capabilities to the Co-op’s loyalty scheme.

She will start her new role in April this year, in which she will be responsible for delivering a customer strategy across both brands, leading customer capability and “delivering a new partnership loyalty proposition”.

“Charlotte’s appointment reinforces the importance of placing the customer at the heart of everything we do,” Bhatia said. “Charlotte brings tremendous relevant experience and will play a pivotal role in building our Partnership brand, customer strategy and loyalty propositions.”

Waitrose recently announced plans to revamp its loyalty programme later this month. Customers first learned of the changes to the myWaitrose scheme when the grocer decided to withdraw its popular free newspaper offer.

Read more: How supermarket loyalty schemes are aiming to trump inflation

The upscale retailer is set to reveal more details about the relaunch soon, but loyalty members can expect personalised rewards and discounts on items they buy the most.

Lock added: “I’m delighted to be joining the partnership and working with the talented team at an exciting time for the business.

“A strong culture of positive collaboration shone through the process and that, coupled with the opportunity to work with two of the UK’s best-loved brands, made the role irresistible.”

Prior to her Co-op role, Lock also led the development and launch of digital audio platform BBC Sounds, as well as the organisation’s media, marketing and audiences function.

She also garnered further brand and marketing expertise during her time at McCann Worldgroup.