High-street fashion chain C&A has lost its most senior European marketer as part of a reshuffle to give the company a more local focus.
Director of European marketing Cees Vanderwurs leaves on April 1, and five regional marketing directors, including UK marketing boss Norman Fairbairn, have been axed in the restructure, which hands marketing strategy to the Dutch-owned chain’s five national offices.
The regional chiefs, who reported to Vanderwurs, were responsible for implementing a centrally-devised European strategy in local markets. C&A now plans to develop strategies in individual markets, and has set up buying teams in country offices to take account of local tastes.
The company’s UK headquarters, headed by managing director Neil McCausland, will take full responsibility for developing and implementing its own marketing strategy.
John McCall, UK head of regional marketing, becomes the UK’s most senior marketer. With national advertising manager Mary Sangster, he is overseeing the pitch between incumbent The Handley Partnership and an unnamed agency for C&A’s £10m ad business.
Sangster says: “The whole strategy for the UK company will be more UK-based.”