Sears’ Wallis appoints marketing chief to build autonomous brand

Wallis, the Sears-owned women’s wear chain, has appointed a marketing director with a brief to build a standalone Wallis brand.

She is Fiona Davis who was, until February, senior brand marketing manager at Bhs in charge of brand development.

However, Davis left the company by mutual agreement following a shake-up of Bhs’ marketing department, which also saw the depar ture of marketing director Helena Packshaw.

Davis says: “We are building up the senior management team at Wallis as part of a move by Sears to make the chain more autonomous.”

Wallis has not had a marketing director for many years.

Davis will be carrying out an audit of the brand to assess what distinguishes it from other fashion retailers on the high street and to build a long-term strategy.

Davis says she is not planning an advertising campaign. The Wallis brand is, however, linked with Procter & Gamble’s Ariel campaign where posters and press advertisements promote clothing at Sears shops but are paid for by P&G.

The company is still seeking a retail operations director and a commercial director.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here