Primark appoints new chief customer officer

Primark has announced the appointment of Michelle McEttrick to the brand’s newly-created position of chief customer officer. McEttrick will reportedly take on the role as of 19 September with the remit to further develop the brand and customer strategy. 

The appointment comes as the business continues its expansion across new markets, channels and products. 

McEttrick is to report directly to Primark CEO, Paul Marchant, taking overall responsibility for the Primark brand, including all marketing and customer communications, customer insight, as well as Primark’s wide-reaching sustainability strategy, Primark Cares.

Primark’s new CCO is said to be “highly” experienced as a leader in brand and marketing, having held senior roles across a range of industries. McEttrick was most recently group brand and proposition director at Tesco and was credited with building an end-to-end brand and marketing capability over her six-year tenure, as well as leading a successful repositioning of the brand “with a focus on quality, value and reputation”. 

Paul Marchant, CEO of Primark, said: “At a time of extraordinary change in our industry, the strength of the Primark brand has never been more important. We see huge opportunities for growth and the way we position our brand and engage customers, to increase loyalty and win new fans to Primark, will be critical to our success. 

“Michelle brings a broad set of skills and experience that I believe will be invaluable as we grow the Primark brand for the future. I’m delighted to welcome her to the team.”

McEttrick said: “This is such an exciting time to be joining Primark. The team has done an amazing job of creating a beloved brand, and the opportunity is really to build on this strong foundation, adding capability as the business grows. I am looking forward to helping play a role in that future growth.”