Amanda Hill Harrods web

Amanda Hill will lead Harrods’ overall brand strategy

Harrods has appointed its first chief marketing and customer officer as part of a restructure of its brand.

Amanda Hill will lead Harrods’ overall brand strategy and oversee all marketing, communications, visual merchandising, customer service, digital, personal shopping, and media campaigns and operations.

She joins Harrods this month from A&E Networks, New York, where she was chief marketing officer and oversaw marketing for all its networks and businesses in the US and abroad. Hill was also BBC Worldwide’s chief brand officer, at which time she was responsible for developing the brand strategy for all of BBC Worldwide’s businesses and formats.

Hill’s Harrods appointment comes alongside a restructure of its senior brand and digital teams to accommodate her role and push its creative marketing into a new direction. This includes the development and reorganisation of its senior brand and digital team to ensure the business delivers strategic creative campaigns that are in tune with one another.

“The modern luxury customer is changing at a rapid pace and at Harrods there is a constant focus on remaining one step ahead of what our customers expect,” said Hill. “I’m looking forward to working with [Harrods’ managing director] Michael Ward and my leadership team on developing a bold vision and direction for the Harrods brand, as well as working with teams across the business to ensure that Harrods retains and grows its position as the foremost luxury retailer in the world.”

Ward added: “We are delighted to welcome Amanda to Harrods, to take on this strategically important new role for the business. As we increasingly focus our business towards delivering unparalleled customer experience, Amanda’s vision will be integral to building our strategy going forward. Her experience and valuable insight into today’s modern consumer will help us build on Harrods strong brand identity amongst our global customer base.”