BHS resurrects marketing director role

BHS is creating a new marketing director role as parent Arcadia Group plans to revamp the brand.

BHS is hiring a new marketing director to reboot the brand

An ad on LinkedIn shows that BHS is recruiting for the role. The main responsibilities include developing a strategic marketing plan for the brand and determining the positioning and focus for BHS.

The appointment of a marketing director suggests a restructure of the marketing team at BHS. Louise Taylor, who previously lead the division in the role of head of marketing, left a few weeks ago.

BHS has not had a marketing director in recent years. Previous incumbents include Jane Hayman and Shaeren McKenzie.

BHS launched its latest marketing campaign under the strapline “Get dressed up for Autumn” in September. It also appointed Joint as its new creative agency, tasking it with encouraging consumers to reappraise the brand as a retailer of stylish fashion.

BHS is part of the Arcadia Group, which also includes the Topshop, Dorothy Perkins and Burton brands. However, while the rest of the business is profitable, BHS was loss-making last year, posting a loss of £76m in the year to the end of August 2012.

Arcadia saw its like-for-like sales drop 2.7 per cent in the year to 31 August, while operating profit was down to £225.2m, from £220.9m in the previous financial year.

Billionaire owner Philip Green is considering a number of options to reboot BHS, including a move into groceries. Around 150 of BHS’s 183 stores have a license to sell food.

Green has also not ruled out a sale of the brand, although he says he is not currently in talks with any prospective buyers, according to the Financial Times.

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