Primark has appointed Michelle McEttrick as its first chief customer officer in a bid to boost its marketing and customer communications.
The news comes a year after McEttrick stepped down as Tesco’s group brand director.
Joining the clothing brand on 16 September, the new CCO will help improve the Primark customer strategy and brand as the business considers expansion into new markets, products and channels.
McEttrick will also lead marketing and customer communications, sustainability strategy and customer insight, while reporting to CEO Paul Marchant.
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Spending six years at Tesco, McEttrick played a “key role” in the supermarket’s rejuvenation after it announced a £6 billion loss the week her appointment was made in 2015.
The Primark CEO believes that the appointment comes amid rapid changes taking place throughout the fashion industry.
“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,” Primark CEO Paul Marchant said.
“The strength of the Primark brand has never been more important”.
Prior to her time at Tesco, McEttrick also held the title of CMO of global retail banking at Barclays and group account director at Coca Cola.
She added: “This is such an exciting time to be joining Primark. The team has done an amazing job of creating a beloved brand, and the opportunity is really to build on this strong foundation, adding capability as the business grows.”
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