Primark appoints ex-Tesco exec as first chief customer officer

McEttrick, who acted as group brand director at Tesco from 2015 until last year, will join Primark on September 19 and report directly to chief executive Paul Marchant.

McEttrick will take overall responsibility for the Primark brand including all marketing and customer communications, as well as customer insight and the fashion retailer’s sustainability strategy.

Prior to Tesco, McEttrick held senior roles at businesses including Barclays and global advertising agency Bartle Bogle Hegarty.

Her appointment comes shortly after the fashion retailer’s poaching of Marks & Spencer finance boss Eoin Tonge, who will succeed John Bason.

Marchant said: “At a time of extraordinary change in our industry, the strength of the Primark brand has never been more important. 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.

“Michelle brings a broad set of skills and experience that I believe will be invaluable as we grow the Primark brand for the future. I’m delighted to welcome her to the team.”

The creation of a chief customer officer role follows Primark’s launch of a new strategic advisory board, which parent company ABF chief executive George Weston told Retail Week would allow the fashion retailer to identify new markets and channels for growth.

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