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Primark names former Tesco director as CCO

Sophie Smith
11 August 2022

Primark has announced the appointment of Michelle McEttrick to the newly created position of Chief Customer Officer, effective from 19 September 2022.

In the new role, McEttrick will help to further develop the Primark brand and customer strategy as the business continues its expansion across new markets, channels and products.

Reporting direct to Primark CEO Paul Marchant, McEttrick will also take overall responsibility for the brand including all marketing and customer communications, customer insight and Primark’s sustainability strategy, Primark Cares.

Most recently, McEttrick served as Group Brand Director at Tesco. Prior to this, she has held a range of senior positions including Managing Director of Group Brand & Marketing at Barclays and Business Director at Bartle Bogle Hegarty.

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.”

Michelle McEttrick, newly appointed CCO of Primark, 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.”

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