Normoyle will head up DFS’s £90m marketing budget, with a focus on brand building.
The furniture retailer is also expected to introduce more high-end and premium offers to boost its perception beyond its value proposition.
She will be tasked with improving the brand’s likeability. There are concerns at the retailer that its high brand awareness is let down by negative perceptions that mean people may be happy to shop there and take advantage of its low price offers, many would be less likely to recommend it, or admit to shopping with the brand.
DFS has also appointed Krow to handle its advertising account.
Read Marketing Week’s recent Q&A with Helen Normoyle about her time at the BBC.