Ikea UK has restructured its marketing and sales division, and has appointed Anna Crona to the top marketing role in this country.
Crona was previously in charge of global e-commerce for the Swedish retailer, but will arrive in London to join the UK team as marketing manager – effectively leading the team – in October.
She will work alongside Peter Jelkeby, who was formerly head of marketing and sales, but was given the role of sales and communications manager in May. Both Crona and Jelkeby will report to UK managing director Peter Hogsted, who is combining his job with the marketing role until Crona arrives in the autumn.
Ikea hopes to appoint a direct marketing agency to bolster its customer relationship management, having launched its first loyalty scheme last year. The brief will include direct mail, online and e-mail communications, and will build on other initiatives over the past year, such as the in-store radio station, Ikea Live.
It also has plans to open ten small-format stores and launch a website enabling UK customers to buy online.