HMV names marketing and ecommerce director as sales slip further

HMV has named former Asda digital head Mark Hodgkinson as its new marketing and ecommerce director as it looks to reverse declining retail sales and boost performance.

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Hodgkinson joins from Asda where he was digital and financial services director responsible for Asda.com, Asda Direct and Asda Financial Services.

He was previously president of business development/executive vice president of global marketing and digital at EMI Music and chief executive of Virgin Money, where he is credited with setting up its loyalty business.

HMV CEO Simon Fox, says Hodgkinson’s experience in loyalty, online and digital are key for HMV’s transformation into a “broad-based entertainment brand”.

He joins HMV on 5 October and replaces current ecommerce director Steve Napleton, who is leaving the business with immediate effect. former HMV marketing director graham Sim left the chain to join Penguin earlier this year.

The news comes as HMV delivers another disappointing trading update and a 15.1% fall in like for like sales for the 18 weeks ended 3 September 2011.

Total HMV Retail sales were down 21.8%, including the HMV Live division the Group’s total sales declined by 19.4%. However, sales at HMV’s new format “Fast forward” technology stores have grown at more than 100%.

The chain plans to accelerate the roll out of the format to 150 stores by October and launch a campaign to promote the new direction.

The chain will be hoping that Hodgkinson can help turn around the struggling business and better communicate its changing model, which includes live events, digital and ticketing services, as well as its traditional retail business.

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