Missguided has snapped up Shop Direct’s group marketing director Kenyatte Nelson for its chief customer officer role.

Nelson is the latest in a raft of exits from Shop Direct in recent months, including former ecommerce director Jonathan Wall who also left to join Missguided. Shop Direct chief executive Alex Baldock will step down next year.

Nelson is understood to be joining Missguided early next year and will be tasked with overseeing the fast-fashion retailer’s customer proposition, customer communication and strategy, according to Drapers.

Nelson, who joined Shop Direct in 2015, will join fellow alumni Wall and the etailer’s former deputy chief executive Gareth Jones at Missguided.

During his time at Shop Direct, Nelson has overseen the retailer’s brand development through its marketing, PR and social media channels, as well as customer acquisition.

He also developed the etailer’s photography, videography and creative and art direction.

Nelson has previously worked in a variety of roles at Procter & Gamble and as a consultant for brands including Pepsi, Delta Airlines and Pizza Hut.

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