John Lewis has poached M&S marketing director Anna Braithwaite to be its new chief customer officer.
Braithwaite will start her new role on 1 October, when her non-compete period ends, to replace Charlotte Lock, who stepped down in January.
Reporting into John Lewis executive director Peter Ruis, Braithwaite will oversee all elements of the retailer’s marketing and loyalty proposition, as well as customer experience and creative teams.
She will also work closely with Waitrose customer director Nathan Ansell, on the delayed, but still ongoing, work to integrate the My John Lewis and My Waitrose loyalty programmes under a relaunched pan-partnership scheme.
Braithwaite is a familiar face at John Lewis, where she started her career as a graduate. She went on to spend 11 years working in various marketing roles, before leaving in 2009 for Jacques Vert Group.
During her four years at M&S, Braithwaite has played a crucial role in modernising its fashion proposition, to attract a younger type of shopper. She previously was global brand director for non-food at Tesco, following spells at F&F and Hobbs London.
“I’m thrilled that Anna is returning to John Lewis,” said Ruis. “Her understanding of the John Lewis brand and her laser focus on the needs of customers makes her the ideal person to lead our customer and marketing strategy. I know that Anna will build on the John Lewis experience that our customers know and love.”
Braithwaite said: “I can’t wait to get started again at John Lewis, a brand that I know very well and which is synonymous with exceptional customer service, quality and value.
“I’m incredibly excited to be joining at such a pivotal time, following the return of a re-energised Never Knowingly Undersold and with John Lewis recently being awarded Which? Retailer of the Year.”
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