Former Marks & Spencer marketing director Anna Braithwaite has been appointed as chief customer officer at department store chain John Lewis.

Braithwaite will join John Lewis on 1 October, following the completion of a non-compete period, reported The Times.

She will oversee marketing and customer experience across all channels at John Lewis, working to revive the brand’s core promise of quality, value and service.

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Braithwaite was credited with playing a key role in broadening the appeal of M&S among younger and mores style-conscious shoppers.

Prior to M&S she had worked at retailers including Tesco, Hobbs and Jacques Vert, having started her career on the John Lewis graduate scheme.

“I’m thrilled that Anna is returning to John Lewis. Her understanding of the John Lewis brand and her laser focus on the needs of customers makes her the ideal person to lead our customers and marketing strategy. I know that Anna will build on the John Lewis experience that our customers know and love,” said John Lewis managing director Peter Ruis.