John Lewis names Braithwaite to key CCO role

John Lewis has announced the appointment of a new chief customer officer with experienced fashion retail exec Anna Braithwaite set to take up the role on 1 October. 

She’ll report to Peter Ruis, MD of John Lewis, and we’re told she “brings a deep expertise in customer and brand strategy”. 

Braithwaite will be responsible for leading the John Lewis brand and marketing across all channels, loyalty, customer experience, and creative and content teams, with a remit to ensure “the brand continues to deliver exceptional quality, value and service for its customers”.

She has more than 25 years of brand and marketing experience, most of it immersed in the fashion sector, and actually began her career at John Lewis, joining as a graduate trainee before spending a decade in a variety of marketing roles. 

After that she moved to Hobbs and Jacques Vert before joining Tesco, where she was head of brand marketing for F&F Clothes and global brand director for non-food. Most recently, she was M&S’s marketing director for fashion, home and beauty.

Ruis said “her 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”.