Primark Hires from Tesco for New Chief Customer Role

In the UK, fast fashion retailer Primark has hired former Tesco brand leader Michelle McEttrick for the newly created role of Chief Customer Officer, with overall responsibility for marketing and customer communications, customer insight, and sustainability strategy. She will join on 19th September.

Primark employs more than 70,000 staff in fourteen countries, and says it expects to reach 530 stores by the end of 2026. McEttrick (pictured) will join after six years at Tesco, most recently as Group Brand and Proposition Director: in this role she led a team of 200 with responsibility for brand development and strategy and all customer proposition development across the group, as well as leading both Insight & Foresight and Marketing Communications. Earlier, McEttrick was MD, Group Brand & Marketing at Barclays; Business Director at BBH; Director of Integrated Marketing at Safeco; and VP of Marketing at Allrecipes.com.

In her new role, she will be tasked with further developing the Primark brand and customer strategy. She will report to CEO Paul Marchant, who comments: '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'.

Web site: www.primark.com .