Reporting to managing director Peter Ruis, Braithwaite will oversee brand and marketing activities across all channels. Her remit includes customer experience, loyalty, creative content, and ensuring that John Lewis continues to deliver on its promises of quality, value, and service. (Image: John Lewis)
(Image Source)
Marks & SpencerJohn Lewis has appointed Anna Braithwaite, the former marketing director at Marks & Spencer, as its new Chief Customer Officer. She will assume the role on 1 October, following the conclusion of her non-compete period.
A Career Full Circle
Braithwaite began her career at John Lewis in 2001 as a graduate trainee and spent around 12 years in various marketing roles before moving on to Hobbs, Jacques Vert, Tesco (where she led brand marketing for fashion), and subsequently to M&S in 2021. Her experience spans over two decades across prominent UK retailers.
Role & Responsibilities
Reporting to managing director Peter Ruis, Braithwaite will oversee brand and marketing activities across all channels. Her remit includes customer experience, loyalty, creative content, and helping ensure that John Lewis continues to deliver on promises of quality, value, and service.
Known for Revitalising Brands
During her tenure at M&S, Braithwaite significantly contributed to updating its fashion and homewear image, expanding its appeal among younger, style-conscious customers and leading high-profile partnerships and campaigns.
Strategic Shift for John Lewis
Her return coincides with a broader revitalisation effort under new leadership. The business recently reintroduced its “Never Knowingly Undersold” price match pledge and is investing in customer experience improvements, including enhancements to store presentation, hospitality, and loyalty programmes.
Leadership Endorsements
Peter Ruis expressed enthusiasm about the appointment, stating that Braithwaite’s “understanding of the John Lewis brand and her laser focus on the needs of customers makes her the ideal person to lead our customer and marketing strategy.”
Braithwaite herself described the moment as pivotal, appearing energized by the renewed focus on loyalty and value.
Her return marks a homecoming and a strategic hire that could reinforce John Lewis’s journey to regain market footing and reimagine customer engagement.
Source: John Lewis
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