John Lewis adds role to boost CRM

John Lewis has created a new head of CRM and insight role in an effort to ramp up its customer relationship management activity and improve how it uses data to drive its marketing strategy.

Data-led direction: Inglis says the store ’under-leveraged’ its database

The new role is part of a wider restructure at the retailer, and four new senior marketing roles have also been created.

John Lewis marketing director Craig Inglis says the department store’s current customer database is “under-leveraged” and the retailer has not been as forward thinking about CRM and insight as it could have been.

Rachel Swift, former Marks & Spencer marketer, has joined as head of marketing for fashion with responsibility for clothing, beauty, fitness, toys and childrenswear.

Former Vodafone marketer Lloyd Page has been appointed head of brand marketing to head cross-category marketing and the John Lewis Never Knowingly Undersold proposition.

He will also be responsible for developing John Lewis’ Olympic marketing strategy to support its sponsorship of the London 2012 Games.

Lorna Brown, has been promoted to head of marketing for home and electricals. She was previously a marketing manager for strategic development.

Inglis says the restructure is a move to “upgrade the capability of the team” and “simplify and clarify” the structure as John Lewis has become “more ambitious” in its marketing strategy.

He adds: “It’s a reflection of marketing becoming more important at John Lewis.”

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