Hannah Legg, formerly head of Thorntons Direct, the retailer’s online business, will take responsibility for marketing in the newly created brand and customer marketing role.
She is tasked with revitalising the brand and product range.
CEO Jonathan Hart will assume overall responsibility for the own-stores channel and has created two additional senior roles to deliver the new strategy he outlined for the chain last week.
He will appoint a head of retail trading who will be responsible for making its owned stores profitable, and a head of business development who will be responsible for investigating strategic opportunities for the brand internationally.
Hart announced the new strategic direction and the closure of up to 180 stores following a review of the retailers performance earlier this week.
The chocolatier posted a 14% fall in sales in the three months to 30 April and hopes a shift in focus to its franchise operations and new ranges will reverse its sliding performance.