John Lewis names former M&S Marketing Director as Chief Customer Officer

John Lewis has appointed former Marks & Spencer Marketing Director Anna Braithwaite as its new Chief Customer Officer. 

Braithwaite confirmed the move to TheIndustry.fashion following her departure from M&S at the end of May, after four years in the role.

It marks a return to John Lewis for Braithwaite, who began her career there on a graduate training scheme and progressed over nearly 12 years to become Manager of Brand Marketing before leaving in 2009.

She went on to hold senior marketing roles at Jacques Vert Group, Hobbs London and F&F Clothing, before joining Tesco as Global Brand Director (Non-Food) from February 2020 to June 2021.

She joined M&S in June 2021 during a transformative period for the British department store. During her tenure, she played a key role in revitalising the brand and shaping its evolving marketing strategy.

In her new role at John Lewis, she will lead the retailer’s marketing and customer experience across all channels, with a focus on reinvigorating the brand’s core promise of quality, value, and service.

Peter Ruis, Managing Director of John Lewis, said: "I’m thrilled that Anna is returning to John Lewis. Her understanding of the brand and her laser focus on the needs of customers makes her the ideal person to lead our customer and marketing strategy. I know that Anna will build on the John Lewis experience that our customers know and love."

Braithwaite, who will join the department store on 1 October, added: "I can’t wait to get started again at John Lewis, a brand that I know very well and which is synonymous with exceptional customer service, quality and value.

"I’m incredibly excited to be joining at such a pivotal time, following the return of a re-energised Never Knowingly Undersold and with John Lewis recently being awarded Which? Retailer of the Year."

The appointment comes as John Lewis prepares to streamline its Partnership Council from October, aiming to "support more effective decision-making".

As part of the changes, the British business will also reinstate local Forums, ensuring every site, branch, and area is represented by an elected Forum member to "foster closer engagement with local business leaders".