Waitrose appoints new customer director to focus on “quality, value, service and sustainability”

Waitrose has appointed Nathan Ansell as the business’ new customer director to develop the retailer’s multi-channel customer strategy, with a greater focus on “quality, value, service and sustainability”.

Starting in January 2023, Ansell will be reporting to executive director, James Bailey and will be replacing Martin George who leaves after five years with the company.

Ansell brings with him over 20 years of experience across retail and FMCG, having previously spent 10 years as marketing director at M&S. He has previously held a number of FMCG marketing roles for household names including Heinz, Birds Eye and Red Bull.


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Waitrose executive director James Bailey said; “In a climate where customer trust has rarely been more important, the Waitrose brand stands head and shoulders above all others with our commitment to quality, value, service and sustainability.

“We see huge potential to grow the brand and reach new customers. I’m delighted to welcome Nathan who shares our values and brings a broad set of skills and experience to this critical role.”

Nathan Ansell said he “couldn’t be happier” to be joining the partnership, adding that he was a “lifelong admirer of the Waitrose brand” thanks to its “clear and compelling purpose as an employee-owned organisation and its unrelenting delivery of superior quality and outstanding customer experience”.

“I’m honoured to join the team and can’t wait to get started further strengthening the brand and helping to build lifetime customer loyalty,” he said.

Waitrose has this week responded to customer complaints by cutting a scene from its Christmas advert that showed two farmers comparing sun tans, following criticism from a skin cancer charity and patients.

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