Gousto bolsters customer leadership team with C-suite hire from Ebay 

Gousto has appointed Murray Lambell as its chief customer officer to bolster the brand’s customer proposition after returning to profitability.  

Lambell joins the food kit delivery business after 16 years at Ebay, most recently as vice president and general manager of its global business selling division. He was previously general manager of the UK team.  

His role will focus on leading Gousto’s development as it eyes up deeper penetration of the mainstream market. He will lead the insights, brand, sustainability, acquisition, food, buying and customer service teams.  

“There’s an enormous opportunity ahead for Gousto and I’m excited to support this next stage of the journey, bringing more delicious Gousto meals to even more dinner tables,” says Lambell.  

How Gousto is looking to change perceptions around price

Sally Matthews, Gousto’s current chief customer officer, has been appointed as chief strategy officer, a new position for the brand. She initially joined in 2016 as CFO. In a further shake up to the C-suite, current chief technology officer Shaun Pearce’s role is expanding to chief product and technology officer.  

Anna Greene, who was promoted to VP of customer in June, will take on the wider remit of developing strategic partnerships and Gousto’s ‘health’ proposition in her current role leading brand, insights and sustainability. 

Gousto hasn’t appointed a CMO following Tom Wallis’s departure in 2022, and has no plans to do so. Instead, marketing sits within the customer proposition remit.  

“I’m incredibly excited to have Murray joining the leadership team. We are deeply customer obsessed at Gousto and Murray’s wealth of experience and dedication to the customer will help take this to the next level, enhancing the overall customer experience,” says CEO and co-founder Timo Boldt.  

He adds: “His passion for inclusion, care, and collaboration aligns perfectly with our culture, and together, we’ll create even more value for our customers while staying laser focused on our purpose.” 

The business saw a return to profitability in May after lacklustre financial results over the last couple of years. Revenues grew by 1% in 2023, to £308m, while the previous year garnered a loss of £8m. This came after nine consecutive years of growth, provoking the business to reassess its proposition to customers.  

Speaking to Marketing Week in October last year, Greene said she was looking to change its price perceptions at a time when customers were counting the pennies.  

“The delicate balance is ensuring that [the marketing strategy] isn’t just about price; it is about value. That’s a combination of dialling up the amazing benefits, sustainability benefits, no food waste, as well as challenging some of these preconceptions on price,” she said.