Irish clothing discounter Primark has appointed Michelle McEttrick to the newly created position of Chief Customer Officer. She begins this role on September 19th.
In this role, McEttrick will be responsible for “evolving the Primark brand and customer strategy as the company continues to expand into new markets, channels and products,” Primark said on Wednesday. This includes responsibility for marketing and customer communication measures, customer insight and the sustainability strategy Primark Cares. She reports directly to Primark CEO Paul Marchant.
She comes to Primark from the UK grocer Tesco, where she was most recently Group Brand and Proposition Director. Before that, she worked at the British bank Barclays as Managing Director of Group Brand & Marketing.
“At a time of extraordinary change in our industry, the strength of the Primark brand has never been more important. We see tremendous growth opportunity and how we position our brand and engage with consumers to increase loyalty and attract new fans to Primark will be critical to our success,” said Marchant. “Michelle brings a wide range of skills and experience that I believe will be invaluable as we continue to develop the Primark brand going forward.”