Waitrose is bolstering its customer team with a trio of appointments designed to optimise the retailer’s relations with its customers.
The two senior external appointments and an internal promotion will allow the retailer to continue focusing on overhauling its marketing strategy and take its “relationships with customers to the next level”.
Helen Carroll will be joining the upmarket grocer at the end of October as its head of brand and customer experience. Currently at the Co-op, where she developed the brand proposition, identity and communications strategy, Carroll has been responsible for ensuring the group delivers on purpose as an integral part of its brand proposition.
Carroll will be joined by former head of sales at HiPP Organic Wendy Rumble, who has been appointed to the new role of head of customer planning and events to ensure consistent messaging across the entire customer experience.
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The supermarket has also promoted Caroline Kinsman who will move from her current role as head of digital and marketing to become its head of customer channels, driving efficiency and effectiveness, as well as increased personalised communication.
Waitrose customer director Nathan Ansell, said: “Helen and Wendy both bring substantial retail, grocery and commercial expertise into the customer leadership team and we are thrilled to have them on board. I am also delighted that Caroline Kinsman will be taking on the important role of head of customer channels.
“We already enjoy huge brand loyalty, but by joining the brand experience and customer experience under their leadership we aim to take our relationships with customers to the next level – bringing the Waitrose brand alive in a more assertive and consistent way across the customer experience.”
Commenting on her appointment, Carroll said: “It will be really exciting to be part of enhancing and translating the strength of the Waitrose brand through every customer touchpoint by bringing the brand and customer experience teams together.
“The Waitrose brand brilliantly combines value with values which the new team can ensure the customer feels the benefit of at every stage of their journey.”
