Harrods has announced a raft of changes in the senior ranks of its marketing and digital teams, including the appointment of Amanda Hill as its first chief marketing and customer officer.
Under her remit, Hill will lead the overall brand strategy of the world-famous department store, overseeing all marketing, communications, visual merchandising, customer relationship management and service, digital, personal shopping and media campaigns, and operations.
Her appointment signals a new direction in creative marketing for both Harrods’ store and online operations.
Hill joins Harrods from A&E Networks in New York, where she served as chief marketing officer, overseeing marketing for all the networks and businesses in the US and abroad.
She has also served as chief brands officer for BBC Worldwide, where she was responsible for developing the brand strategy for all of the channell’s businesses and formats.
Alongside the appointment of Hill, Harrods has developed and restructured its senior brand and digital teams.
This includes the new communications director Sarah Myler, head of digital marketing Sandra Truesdale and head of online content Jodie Blackbrough.
On the other hand, head of visual merchandising Alexander Wells-Greco will now serve as creative visual director, ensuring creative alignment across all in-store and experiential customer activity.
Meanwhile, Hill and Harrods managing director Michael Ward will join forces with the Harrods online team to continue to drive forward the business’ online strategy.
“Harrods is a brand steeped in 180 years of history, and in a culture of providing the best customer service and experience,” Hill said.
“The modern luxury customer is changing at a rapid pace and at Harrods there is a constant focus on remaining one step ahead of what our customers expect.
“I’m looking forward to working with Michael Ward and my leadership team on developing a bold vision and direction for the Harrods brand, as well as working with teams across the business to ensure that Harrods retains and grows its position as the foremost luxury retailer in the world”.
Ward added: “We are delighted to welcome Amanda to Harrods, to take on this strategically important new role for the business.
“As we increasingly focus our business towards delivering unparalleled customer experience, Amanda’s vision as [chief marketing and customer officer] will be integral towards building our strategy going forward.
“Her experience and valuable insight into today’s modern consumer will help us build on Harrods strong brand identity amongst our global customer base”.