Primark invests in digital growth appointing Chief Customer and Digital Officer

Primark has appointed Matt Houston to the role of Chief Customer and Digital Officer, in a strategic move that unites its Customer and Digital teams under one umbrella.

Houston, who most recently served as Group Strategy and Digital Director at the British retail giant, will now oversee the entire end-to-end customer brand experience.

In his previous role, Houston led the establishment of Primark’s digital function, which included the relaunch of its customer website and the nationwide roll-out of Click & Collect to all UK stores.

Eoin Tonge, Interim CEO at Primark, said: "Bringing together our customer and digital teams creates a stronger, more integrated function that will unlock new opportunities for the Primark brand and play a key role in driving our international growth.

"Matt’s deep understanding of our business model, combined with the experience he brings from leading the Digital team, will help us build even stronger connections with our customers, creating value and accelerating growth."

Houston added: "I'm excited to step into this role at such a pivotal time for Primark. Bringing together our Customer and Digital teams is a great opportunity to strengthen how we show up as one brand across every touchpoint.

"I’m looking forward to building on the strong foundations already in place to deepen customer engagement and help drive the next phase of growth for Primark."

The leadership change comes as Michelle McEttrick, Primark’s former Chief Customer Officer, steps down to "pursue a portfolio career".

McEttrick joined the business in 2022 and was instrumental in laying the foundations for the Primark brand we know today. She helped the company sharpen its customer insight strategy, refine its differentiated brand identity and deliver successful marketing campaigns.

Eoin Tonge, CEO of Primark, continued: "Michelle has made a significant contribution to Primark. Under her leadership, we now have a clearer, stronger brand world and a better understanding of our customers - foundations we will continue to build on. On behalf of the Leadership Team, I want to thank Michelle for all she’s brought to the business and wish her every success for the future."

Michelle McEttrick added: "It’s been a privilege to shape Primark’s customer strategy and brand journey and I’m proud of what we’ve achieved together. I feel now is the right time for me to step into the next exciting phase of my career with the confidence that the brand is in a strong position for growth. I wish all the team all the best for what’s next."

This comes after Primark completed the roll-out of Click & Collect to all of its 187 stores across Great Britain in May, marking a significant milestone for the value fashion chain.

Click & Collect allows customers to shop a wide selection of Primark products online, spanning women’s, men’s, kids and homeware, before collecting their order in-store. It gives them access to products that may not be available in their local stores, as well as to specialist ranges such as its new adaptive clothing items. Some 5,000 items are available for Click & Collect.