Anna Braithwaite joining to drive changing customer perceptions of the M&S Clothing & Home Brand with focus on quality, style & value. Fiona Lambert joining as MD to lead the repositioning of Jaeger as an independent brand within the M&S Family.
Today (Monday 8th February), M&S is announcing two new joiners to its Clothing & Home Leadership Team led by Richard Price. These hires will both play an important role in M&S’s Never the Same Again programme, which is focused on being more relevant, more often to customers both now and post-Covid – from relevant & inspiring product (such as the extension of Good Move) to relevant & reliable services.
More relevant, more often: Inspiring Marketing
Showing up to customers as more relevant, more often to change perceptions is critical to the transformation of M&S and Anna Braithwaite will be joining as Director of Clothing & Home Marketing to lead M&S’s conversation with its millions of UK customers. Anna brings vast experience of delivering brand change with pace & impact. She will lead the streamlined marketing team made up of creative & channels experts striving to inspire, extend reach & change brand perceptions by showing up with energy, confidence & style. The function, supported by specialist agencies, will continue to focus on quality, style & trusted value with emphasis on M&S’s hero categories (such as denim) and opportunities for growth (such as kidswear & casualwear). The marketing team will continue to support and embed within the MS2 function in order to turbocharge growth on M&S.com, the UK’s second biggest clothing website.
More relevant, more often: Reinvigorating Jaeger
Additionally, Fiona Lambert is joining M&S later this month as the Managing Director of Jaeger (M&S) Ltd. Whilst Jaeger will be part of the M&S Family, operating as a separate independent business reporting directly into Richard Price is crucial to its success. Fiona is experienced at defining and transforming brands and she will freely lead the brand re-positioning of Jaeger, supporting the expert team to revive the heritage in a relevant, contemporary, and commercial way. M&S purchased the Jaeger brand, products and supporting materials last month as part of its plans to turbocharge growth on M&S.com through selling complementary third party brands.
Richard Price, M&S Clothing & Home MD said,
“Our Never the Same Again programme is about being more relevant, more often to our customers. Showing up as a brand with energy, confidence & style is crucial to this and so I’m delighted Anna Braithwaite is joining as our new Clothing & Home Marketing Director to lead how we talk to our millions of customers across the UK, however they chose to shop with us. Alongside this, as we turbocharge our online proposition with new brands, we’re committed to reinvigorating Jaeger whilst retaining its much-loved brand heritage – and we’ll do through a dedicated team led by Fiona Lambert who is experienced in transforming clothing brands. As a wider team we remain committed to offering our customers relevant products & services for how they’re living and working both today and in the future, and we’re looking forward to Anna & Fiona playing a role in our accelerated transformation.”
Further Detail – Anna Braithwaite
- Anna is joining this summer from Tesco where she is Global Brand Director for Non-Food and leads on sustainability (she previously headed up Marketing for F&F)
- Anna has a breadth of marketing experience from over 15 years in the retail fashion industry including over ten at John Lewis
- She has changed perceptions of major brands including relaunching Jacques Vert, Hobbs and F&F
- At F&F she overhauled the brand and launched the ‘I only popped in for’ campaign to drive reappraisal
Further Detail – Fiona Lambert
- Fiona is joining M&S on 22nd February
- She has vast experience in defining and transforming brands, including the launch of George at ASDA – and its revival further down the line – and the creation of its Home brand from scratch, from the product and packaging to the customer profile
- Other notable industry experience includes Next, Dunelm & River Island
- Fiona is a proud Ambassador of Retail Week’s Be Inspired Campaign (breaking down barriers and driving inclusivity in retail)
