Borders shake-up as marketing boss goes

Borders, the books, music and film retailer, is searching for a top UK marketer after the departure of Cathy Ferrier.

Borders, the books, music and film retailer, is searching for a top UK marketer after the departure of Cathy Ferrier.

As commercial and supply chain director, Ferrier oversaw UK marketing and buying. She has resigned from the company, which she joined in March 2005, but it is not known whether she has another job to go to. Prior to joining Borders, she was trading director at Poundland.

Ferrier’s commercial responsibilities will be overseen by chief executive David Roche while Borders hunts for a new commercial director. Roche says the appointment of former Penguin Books retail marketing director Trevor Corfield as a consultant brand manager (MW June 15) will bolster the marketing department, as will the arrival of book category manager Caroline Mileham.

Roche says: “I am very confident in the strength and capability of all the commercial teams.”

Meanwhile, finance director Mark Raban will take responsibility for supply chain management.

Borders has also appointed Geoff O’Neill, who joins from Woolworths as head of supply chain.

Borders recently unveiled a campaign to drive sales of books throughout the summer holiday period. Devised by Big Al’s Creative Emporium, the work features the strapline “Stay a while” to highlight the fact that Borders stores are perfect for relaxed browsing. Discounts and free book offers are also included in the campaign, which will run until September, and includes outdoor, online, press and in-store work.

Borders is also rolling out a loyalty card and discount coupons for its Starbucks concessions.

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