John Lewis has named Anna Braithwaite, former marketing director at M&S, as its new chief customer officer.
According to The Times, Braithwaite will commence her role at the department store on 1 October, following the conclusion of a contractual non-compete period.
She will lead marketing and customer experience across all channels, with a focus on revitalising the brand’s core values of quality, value, and service.
Braithwaite has served as marketing director at M&S for the past four years, where she was instrumental in expanding the brand's appeal to younger, style-savvy consumers.
Before joining M&S, Braithwaite held roles at Tesco, Hobbs, and the Jacques Vert Group. She began her career at John Lewis, where she spent 12 years progressing from the company’s graduate scheme.
Her appointment coincides with the partnership’s subtle shift in its senior executive leadership structure, adopting industry-standard managing director titles in place of the previous director roles.
Braithwaite said she was “incredibly excited to be joining at such a pivotal time, following the return of a re-energised Never Knowingly Undersold”.
The retailer’s managing director Peter Ruis added: “I’m thrilled that Anna is returning to John Lewis. Her understanding of the John Lewis brand and her laser focus on the needs of customers makes her the ideal person to lead our customer and marketing strategy. I know that Anna will build on the John Lewis experience that our customers know and love.”
