M&S looks to bolster brand strategy with new hires

Marks & Spencer has created four head of brand roles as part of CEO Marc Bolland’s strategy to overhaul its sub-brands.

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The new campaign featuring Twiggy

Usama Al-Qassab, Procter & Gamble’s ecommerce and digital head for Western Europe, Kao Brands Europe marketing director Victoria Frank, and Julie Guckian, who is marketing manager at Diageo’s Baileys brand will all join the retailer as head of brands for M&S’s fashion and home sub-brands, such as its fashion brand Autograph.

Current M&S head of food marketing Lucy Calver will also take on one of the head of brands roles. It is not yet know who will replace her.

All four will report to Alison Jones, M&S’s recently appointed brand director, who joined from Arcadia Group.

Franks and Guckian join next month while Al-Qassab joins this week ahead of the retailer’s opening in the Westfield Stratford City shopping centre.

In November Bolland outlined his three year plan to overhaul the retail chain’s food, fashion home and multichannel strategy, including putting more emphasis on its brands. http://www.marketingweek.co.uk/sectors/retail/ms-chief-outlines-brand-vision/3020301.article

Last month M&S unveiled its autumn fashion campaign starring Hollywood actor Ryan Reynolds and Rosie Huntington-Whiteley as part of Bolland’s aim of making the M&S fashion labels into brands.

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