British retailer Marks & Spencer M&S is announcing two additions to its Clothing & Home Leadership Team led by Richard Price. These hires will both play an important role in M&S’s Never the Same Again program, which is focused on being more relevant, more often to customers both now and post-Covid – from relevant & inspiring private brands (such as the extension of Good Move) to relevant & reliable services.
More relevant, more often: Inspiring Marketing
Showing up to customers as more relevant, more often to change perceptions is critical to the transformation of M&S and Anna Braithwaite will be joining as Director of Clothing & Home Marketing to lead M&S’s conversation with its millions of UK customers. Anna brings vast experience of delivering brand change with pace & impact. She will lead the streamlined marketing team made up of creative & channels experts striving to inspire, extend reach & change brand perceptions by showing up with energy, confidence & style. The function, supported by specialist agencies, will continue to focus on quality, style & trusted value with an emphasis on M&S’s hero categories (such as denim) and opportunities for growth (such as kidswear & casualwear). The marketing team will continue to support and embed within the MS2 function in order to turbocharge growth on M&S.com, the UK’s second-biggest clothing website.
More relevant, more often: Reinvigorating Jaeger
Additionally, Fiona Lambert is joining M&S later this month as the Managing Director of Jaeger (M&S) Ltd. Whilst Jaeger will be part of the M&S Family, operating as a separate independent business reporting directly into Richard Price is crucial to its success. Fiona is experienced at defining and transforming brands and she will freely lead the brand re-positioning of Jaeger, supporting the expert team to revive the heritage in a relevant, contemporary, and commercial way. M&S purchased the Jaeger brand, products and supporting materials last month as part of its plans to turbocharge growth on M&S.com through selling complementary third party brands.
Richard Price, M&S Clothing & Home MD said, “Our Never the Same Again program is about being more relevant, more often to our customers. Showing up as a brand with energy, confidence & style is crucial to this and so I’m delighted Anna Braithwaite is joining as our new Clothing & Home Marketing Director to lead how we talk to our millions of customers across the UK, however they chose to shop with us. Alongside this, as we turbocharge our online proposition with new brands, we’re committed to reinvigorating Jaeger whilst retaining its much-loved brand heritage – and we’ll do through a dedicated team led by Fiona Lambert who is experienced in transforming clothing brands. As a wider team we remain committed to offering our customers relevant products & services for how they’re living and working both today and in the future, and we’re looking forward to Anna & Fiona playing a role in our accelerated transformation.”