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Ben Carter

Notonthehighstreet is the latest brand to replace marketing director role with customer director


By Jennifer Faull, Deputy Editor

January 19, 2016 | 2 min read will replace its outgoing marketing director Ben Carter with a customer director, joining John Lewis, British Airways and Tesco among the brands to create the role in order to shake-up their strategies.

Carter revealed today (19 January) that after two-years at the online marketplace he will move to Just Eat to head up its UK marketing arm.

Notonthehighstreet told The Drum that it is now hunting for a customer director who will manage marketing and communications for the brand.

Lorna Perrin has been appointed to the role in the interim. Currently a freelance brand and multi-channel consultant, Perrin has previously held marketing roles at Boux Avenue, French Connection, and Miss Selfridge.

Heidi Coppin, people director, said: "Ben has been a great support to for the past two years and we wish him all the best in his future role. We are delighted to have been joined by Lorna Perrin as a consulting customer director as the business looks to appoint a permanent customer director to drive the vision across marketing and communications for the brand's exciting next chapter of growth and development."

It marks the latest move by a brand to put customer experience at the heart of marketing. Asda, Tesco,and Vue Cinemas are just some of the brands to instate a customer director or chief customer officer in the past year, indicative of how chief executives are increasingly leaning on marketers to drive a more connected approach to product, experience and marketing.

John Lewis’ top marketer Craig Inglis was given the expanded remit last September with managing director the retail giant Andy Street saying the changes “place the customer at the heart of our decision making” at board level.

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