Missguided raids Shop Direct’s ranks yet again for new CCO

Missguided CCO

Missguided has poached Shop Direct’s group marketing director Kenyatte Nelson to be its new chief customer officer.

According to Drapers, Nelson is reportedly joining Missguided early next year and will be responsible for overseeing the bricks-and-clicks retailer’s customer proposition, customer communication and strategy.

His appointment marks the third time Missguided has snapped up a Shop Direct executive this year, after the appointment of chief digital officer Jonathan Wall and chief executive of online Gareth Jones.

Wall and Jones were Shop Direct’s former ecommerce director and deputy chief executive respectively.

Nelson’s exit from Shop Direct also follows recent news that chief executive Alex Baldock will step down next year.

Nelson has been with Shop Direct since 2015, overseeing its marketing, public relations, creative and art direction, social media channels, and customer acquisition.

Prior to Shop Direct, he held various roles at Procter & Gamble and as a consultant for brands including Pepsi, Delta Airlines and Pizza Hut.

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