Waitrose has made three new appointments to its customer team as it looks to expand its management team and overhaul its marketing strategy.
According to The Grocer, the upmarket retailer has appointed Helen Carroll as its head of brand and customer experience. She will officially join on 31 October from the Co-op, where she currently leads a community engagement team.
Carroll will be joined by former Diageo sales manager Wendy Rumble, who has been appointed to the brand-new role of head of customer planning and events.
The supermarket has also promoted Caroline Kinsman who will move from her current role as head of digital & marketing to become its head of customer channels.
The three will work to aid Waitrose’s marketing efforts, following the launch of a new brand expression and integrated ad campaign ‘Food to Feel Good About’ in September 2022.
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Waitrose customer director Nathan Ansell, told The Grocer: “Helen and Wendy both bring substantial retail, grocery and commercial expertise into the customer leadership team and we are thrilled to have them on board,” said
“I am also delighted that Caroline Kinsman will be taking on the important role of head of customer channels.”
He continued: “We already enjoy huge brand loyalty, but by joining the brand experience and customer experience under their leadership we aim to take our relationships with customers to the next level – bringing the Waitrose brand alive in a more assertive and consistent way across the customer experience.”
The news comes as Waitrose staff working on the shop floor are at risk of losing their jobs if they don’t accept more flexible hours, as the retailer looks to keep costs down amid the cost-of-living crisis.
