// M&S has expanded its Digital & Data team with a new chief digital product officer
// Digital touchpoints are a huge focus for the business and its ongoing transformation
Marks & Spencer has appointed Krista Nordlund as chief digital product officer, making her the latest addition to its Digital & Data team.
The newly-created role will see Nordlund responsible for driving further improvements to M&S’ digital customer experience for all digital touchpoints across the business, including the M&S app and M&S.com.
Both the app and online are huge focuses for the business and its ongoing transformation.
Under MS2 – M&S new recruitment drive which aims to ‘invert the conventional model where M&S.com had been run as an extension of the stores business’ – the retailer has significantly grown its active online customer base and now has one of the largest in the UK.
This rapid growth has been supported by active M&S App users growing by over 50% this year and the relaunched Sparks loyalty scheme, which has grown to 14m.
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Nordland will be reporting in to chief digital and data officer Jeremy Pee.
“Online and mobile increasingly represent how more of our customers are choosing to shop with us today so it’s vital we deliver fast, easy and personalised experiences for our customers every time” Pee commented.
“Krista’s experience will play a huge part in helping us build our digital capabilities as we shape the future of M&S.”
Nordlund – who brings with her over 15 years of digital product experience – added: “It’s a great time to be joining M&S as increasing numbers turn to online shopping and the business builds its omnichannel offering.
“I see a huge opportunity to support the next phase of our transformation by taking the digital experiences we offer customers to the next level.”
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