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New Look appoints new Chief Technology Officer

Tom Shearsmith
13 April 2021

Fashion retailer New Look has announced the appointment of Ed Alford to the newly created role of Chief Technology Officer, effective immediately.

The creation and subsequent appointment of the new role marks a significant step in the retailers omnichannel strategy, which aims to capitalise on its conveniently located store portfolio and online business, which has grown over the past year.

Alford brings over 20 years of international business experience in technology and will join New Look’s executive team comprised of Nigel Oddy (CEO), Richard Collyer (CFO), Clare Dobbie (Chief Customer Officer) and Helen Connolly (Chief Commercial Officer).

The new role will see him work with the executive team to drive New Look’s omnichannel strategy forward, taking responsibility for its technology investment, engineering and IT functions.

Alford joins New Look from BP where he last held the position of VP and CIO Digital Transformation. During his time at BP, he was instrumental in transforming the culture and operating model of BP's IT function into a modern technology organisation.

Prior to BP, where he worked for over 15 years, Alford worked at Accenture for over a decade focusing on executing strategic transformation.

Nigel Oddy, New Look CEO, said: “I am delighted to welcome Ed to New Look. He brings a wealth of highly relevant experience and expertise, and will be a valuable addition as we continue to drive forward our omnichannel strategy. As stores begin to reopen in the UK, we look ahead with measured optimism. We will continue to invest prudently and remain resolutely focused on delivering our strategy and enhancing our position as one of the UK’s leading omnichannel womenswear retailers.”

Ed Alford added: “I am excited to be joining such an established and well-loved brand. Looking ahead, there is a significant opportunity to further strengthen New Look’s digital and omnichannel capabilities and I look forward to working with Nigel and the wider team to help drive that strategic priority forward.”

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