Former John Lewis customer director Charlotte Lock has been named as the director of audiences at the V&A museum, taking up her new role immediately.

At the V&A, she will be entrusted with growing and diversifying the museum’s audiences both onsite and online, in a bid to develop and bolster brand awareness.

Her remit will be centred around the acquisition of younger customers (under 35), as well overseeing the launch of two new cultural destinations: the V&A East Storehouse (2025) and the V&A East Museum (2026).

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“I am thrilled to be joining the V&A team at such an exciting time and to support the team in the mission to enrich lives and strengthen society through the power of creativity,” Lock said.

She joins after two years in the customer director role at historic retailer John Lewis, prior to which she spent 2 years at the Co-op in various director roles. Earlier in her career she also spent close to a decade at the BBC.