DFS appoints first CMO

DFS has poached the BBC’s marketing director Helen Normoyle, as its first chief marketing officer as it looks to improve perceptions of its brand.

dfs

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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